4I理论视角下图书微信营销策略探究——以“理想国imaginist”公众号为例

Research on Marketing Strategy of Books with WeChat from Perspective of 4"I"Theory:A Case Study of WeChat Public Platform"Lixiangguo Imaginist"

互联网生态引起了图书产业的深刻变革,与之相应的图书营销也进入了新的探索期,利用微信开展图书营销成为当前图书营销的有效途径。4I理论是整合营销的重要理论之一,其倡导的趣味、互动、利益、个性原则对于图书营销有着积极启示。文章以“理想国imaginist”公众号的营销实践为例,依据4I理论归纳出图书微信营销成功经验,如内容软性植入、互动社群构建、图书服务功能、人文品牌建设等,为新时代的图书营销提供一些价值参考。

The Internet ecology has led the profound revolution of the publishing industry,and as a result,the book marketing has ushered in a phase of exploration.Four"I"theory,one of the important theories of integrated marketing,has great positive implications for book marketing with its principles of interestingness,interaction,interests and individuality.The marketing practice of the WeChat public platform"Lixiangguo imaginist"is studied as a case to summarize the book marketing experience by means of WeChat based on four"I"theory,including proper content implantation,interactive community construction,book service function,humanistic brand construction,etc..It is intended to provide some valuable reference for the book marketing in the new era.