图书微信营销研究

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1、万方数据硕士学位论文AbstractWe．chatisthemostpopularinstantmessagingsoftwareofmobileInternet，Thepropagationcharacteristicsof“pointtopoint”makeWe—chatbecomeasocialplatformwhichcanachievethedepthofcommunication．Bookmarketingactivitiesrequirethedepthofcommunication

2、ofWe-chat，Therefore，We—chatwillbethebestplatformforbookmarketing．ThearticlestartfromthesectionofpropagationcharacteristicsofWe-chatanditsapplicationvalueinthemarketingofbooks，andfromfiveaspectsthatincludecommunicationsubject、communicationcontent、commu

3、nicationchannels、communicationaudienceandcommunicationeffecttodescribethepropagationcharacteristicsofWe．chat，thenfromtwolevelsthatincludeWe-chatplatformandWe—chatuserstoanalyzetheapplicationvalueofWe．chatinbookmarketing．We-chatcommunicationfeaturesofi

4、tsownandapplicationvalueinthemarketinginnovatethewaysofbooknetworkmarketing，giventhemewcharacteristicsandsignificanceofbooknetworkmarketing．Then，thepaperbasedonanalysisthemainfunctionofWe．chatinbookmarketing，elaboratingthreenewbookmarketingmodelsinclu

5、deof020marketing，F2FmarketingandSOLOMOmarketing．Finally，basedoncurrentsituationthatthebookmarketinginWe．chatisintheinitialstageofexploration，thearticlefoundthatmanyproblemsexistsuchasweakawarenessofWe—chatmarketingstrategyAwareness、promotionwayneedsto

6、bestrengthenedandmarketingContenttedious，whenpublishingenterprisesuseWe—chatinbookmarketing．Accordingtothedilemmaatpresent，thepaperproposesomeoptimizationstrategiesthatisenhancedawarenessofWe．chatmarketingstrategy、innovationpromotionintheformofWe．．cha

7、tbooksmarketingandrichbooksmarketingcontents．Keywords：Bookproduct；Thewe—chatmarketing；Thewe-chatmarketingofbooksIII万方数据硕士学位论文目录湖南大学学位论文原创性声明学位论文版权使用授权书⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．1摘jl}邑⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IIABSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

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