“吴晓波频道”社群运营之道及对图书社群营销的启示

发布时间：2018-03-28 20:25

本文选题：知识社群　切入点：趣缘关系　出处：《出版广角》2017年07期

【摘要】："吴晓波频道"围绕著名财经人吴晓波这一核心意见领袖构筑知识社群,实现了从内容生产到内容分发再到内容变现的完整闭环。本研究发现"吴晓波频道"的内容围绕"泛财经"主题展开,渠道以"融媒体"矩阵传播为主并实现了社群O2O互动,传播对象以中产阶级为主,实现"知识付费与社群电商"盈利组合。在案例分析的基础上,本研究为图书社群营销提供建议,包括提供优质内容形成"部落",通过价值与互动强化"部落",通过多元盈利模式发展"部落"等。
[Abstract]:The "Wu Xiaobo Channel" builds a knowledge community around renowned financial person Wu Xiaobo, a core opinion leader. This study found that the content of "Wu Xiaobo Channel" revolves around the theme of "pan-finance", and the channel is mainly "melt media" matrix communication and realize the interaction of community O _ 2O. Based on the case study, this study provides some suggestions for the book community marketing, which is based on the case study, which focuses on the middle class and realizes the profit combination of "knowledge payment and Community ecommerce". It includes providing high-quality content to form "tribe", strengthening "tribe" through value and interaction, developing "tribe" through pluralistic profit model, etc.
【作者单位】：武汉大学信息管理学院;
【分类号】：G239.2-F

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