从相加到相融:少儿读物营销接触点管理的逻辑迭代

From Addition to Integration:The Logic Iteration of Contact Point Management for Children's Books Marketing

从邮政系统、实体书店、出版社直营,到互联网技术驱动下的电商营销;从自媒体背景下个性化、社群化的微博、微信、直播、短视频营销,到5G背景下以媒体融合为总体特征的跨界营销,少儿读物营销接触点管理呈现出以“媒介+”为根本逻辑的发展趋向。在流量时代,“媒介+”是少儿读物营销接触点管理的必然选择。然而,短暂的流量红利过后,以变动不居的媒介技术为支点展开的营销接触点管理往往因陷入本末倒置之逻辑困局而遭遇流量转化之营销瓶颈。只有紧扣少儿读物的两级营销特征,完成产品与媒介从简单相加到深度相融的逻辑迭代,开展“产媒相融”,即以少儿读物本身为稳定支点,以“产品+”为根本逻辑,以“媒介+”为延展路径,产品和媒介共与为一,“产品+”和“媒介+”共生互补的接触点管理,才能在积极获取流量红利的同时,顺畅地将流量红利转化为品牌势能,打造出畅销且常销的少儿读物。

The contact point management of children's books marketing is more and more likely to take medium plus as its fundamental logic with the transformation of book marketing evolving from postal system,physical bookstores and direct sales stores to digital marketing driven by Internet technology.In the meanwhile,the personalized and socialized marketing based on Weibo,WeChat,live broadcast,and short video in the context of We-media has embraced cross-border marketing that based on 5G and characterized by media convergence.In an era of media traffic,medium plus logic is an inevitable choice for the contact point management of children's books marketing.However,after the transient trafic dividend,the contact point management of children's books marketing which takes the ever-changing media as the pivot will be confronted with such bottleneck as conversion of traffic dividend into brand energy because of such logical limitation as putting the cart before the horse.The way to smoothly convert traffic dividend into brand energy and produce children's books that sale well and regularly is to accomplish the logic iteration from"publication plus medium"(addition)to"publication is medium"(integration),which needs to take children's books themselves both as a stable fulcrum and the medium among publications,communication channels,and users.Along this path,carrying out contact point management that conforms to the two-step flow feature of children's books marketing needs to take publication plus as the fundamental logic and medium plus as the complementary one.