体验营销视域下独立书店定制化经营模式研究——以北京地区三家独立书店为例
发布时间:2018-07-15 11:38
【摘要】:在网络社群流行、传统实体阅读市场衰落的背景下,定制化的精准营销成为独立书店生存的必然选择。其定制化经营目前主要存在三种模式:以万圣书园为代表的内容定制化模式、以彼岸书店为代表的空间定制化模式、以读易洞书房为代表的关系定制化模式,未来独立书店只有通过打造良好的阅读体验,重新建构阅读场景,形成内容—空间—关系全接触点营销,才能获得更好的生存和发展空间。
[Abstract]:Under the background of the popularity of the network community and the decline of the traditional physical reading market, the customized precision marketing has become the inevitable choice for the survival of independent bookstores. At present, there are three main modes in its customized management: the content customization model represented by Wansheng Book Garden, the spatial customization mode represented by the bookshop on the other side, and the relationship customization model represented by the study of Yi Dong. In the future, only by creating a good reading experience, reconstructing the reading scene and forming the content-space-relationship total contact point marketing, can we obtain a better survival and development space.
【作者单位】: 中国人民大学新闻学院;
【基金】:国家社科基金项目“大数据时代网络舆情与网络社会治理研究”(15CXW014)的研究成果
【分类号】:G239.23-F
,
本文编号:2123937
[Abstract]:Under the background of the popularity of the network community and the decline of the traditional physical reading market, the customized precision marketing has become the inevitable choice for the survival of independent bookstores. At present, there are three main modes in its customized management: the content customization model represented by Wansheng Book Garden, the spatial customization mode represented by the bookshop on the other side, and the relationship customization model represented by the study of Yi Dong. In the future, only by creating a good reading experience, reconstructing the reading scene and forming the content-space-relationship total contact point marketing, can we obtain a better survival and development space.
【作者单位】: 中国人民大学新闻学院;
【基金】:国家社科基金项目“大数据时代网络舆情与网络社会治理研究”(15CXW014)的研究成果
【分类号】:G239.23-F
,
本文编号:2123937
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