發(fā)布時(shí)間：2018-03-05 02:10

  本文選題：微信售書　切入點(diǎn)：微信公眾號(hào)　出處：《安徽大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：微信售書是近幾年才興起的,微信在推出后就一直在完善自身的功能,用戶數(shù)也一直在飆升,微信支付功能開(kāi)通后迅速融入了用戶的社會(huì)生活,改變了大眾的消費(fèi)習(xí)慣,更成為微信售書的重要支付手段。隨著新媒體技術(shù)和社交軟件的快速發(fā)展,移動(dòng)閱讀和碎片化閱讀逐漸成為主流,作為我國(guó)第一大社交平臺(tái)的微信自然成為自媒體的聚集地,在為用戶提供優(yōu)質(zhì)閱讀內(nèi)容的同時(shí)也在培養(yǎng)用戶的閱讀習(xí)慣。第一本在微信上架的圖書新版《文化苦旅》銷售火爆,讓出版商看中了微信這個(gè)新興的圖書銷售平臺(tái),出版社、書店、自媒體也紛紛依托微信商城開(kāi)始賣書。與傳統(tǒng)的圖書銷售渠道相比,微信平臺(tái)的圖書銷售具有營(yíng)銷更精準(zhǔn)、支付更便捷的優(yōu)勢(shì),如今已成為了宣傳新書和銷售圖書的新渠道。說(shuō)到微信售書就不得不提"羅輯思維"。在紙質(zhì)書常年處于微利的狀態(tài)下,"羅輯思維"微信售書卻異軍突起,將圖書生意做的風(fēng)生水起。"羅輯思維"是由著名媒體人羅振宇主創(chuàng)的,主要包括一檔脫口秀節(jié)目、微信公眾號(hào)以及推出不久卻火到不行的"得到APP"。"羅輯思維"通過(guò)每周一期的脫口秀節(jié)目吸引粉絲,向粉絲展示羅振宇的人格魅力,利用微信平臺(tái)將粉絲聚集在一起,通過(guò)線上線下豐富的活動(dòng)構(gòu)建社群經(jīng)濟(jì),每周一次的圖書上新和軟文營(yíng)銷,將粉絲逐步轉(zhuǎn)化為付費(fèi)用戶。"羅輯思維"首創(chuàng)的60秒語(yǔ)音,延續(xù)了視頻節(jié)目的微型脫口秀風(fēng)格,如儀式般每天早上準(zhǔn)時(shí)與用戶見(jiàn)面,在"羅輯思維"微信公眾號(hào)眾多的板塊中,成為最重要的傳播符號(hào)。作為微信售書最成功的案例,"羅輯思維"在用戶培養(yǎng)、用戶體驗(yàn)、用戶轉(zhuǎn)化以及銷售模式方面都有值得借鑒的地方。本研究以"羅輯思維"為案例,通過(guò)對(duì)"羅輯思維"受眾和圖書的定位、傳播符號(hào)的塑造、社群經(jīng)濟(jì)的建構(gòu)以及圖書的銷售渠道進(jìn)行分析,呈現(xiàn)出"羅輯思維"微信售書的模式,以期給業(yè)內(nèi)以啟發(fā)。全文主要分為緒論、正文和結(jié)束語(yǔ)三個(gè)部分,正文部分為第二章到第六章。第一章,緒論部分,主要介紹了論文的選題來(lái)源、研究目的及意義、研究綜述、研究方法和創(chuàng)新性。第二章,微信售書的興起。該章主要分析了微信售書興起的大環(huán)境,第一節(jié)主要分析了微信公眾號(hào)為售書提供了新平臺(tái),以及第一本在微信銷售火爆的圖書新版《文化苦旅》,打響了微信售書的第一槍;第二節(jié)分析了用戶閱讀和消費(fèi)習(xí)慣的變化助力了微信售書的發(fā)展。分析微信售書的興起主要是為下文做鋪墊。第三章,"羅輯思維"銷售的圖書產(chǎn)品分析。筆者以"羅輯思維"微商城銷售的圖書為研究對(duì)象,從定價(jià)策略、產(chǎn)品策略、銷售策略三個(gè)方面進(jìn)行分析,總結(jié)出微信平臺(tái)銷售的圖書具有高定價(jià)、不打折、多形態(tài)、限量銷售等特點(diǎn)。第四章,"羅輯思維"的粉絲培養(yǎng)與付費(fèi)用戶轉(zhuǎn)化。該章主要從粉絲培養(yǎng)和轉(zhuǎn)化的角度探討了微信平臺(tái)圖書銷售的客戶來(lái)源。第五章,"羅輯思維"微信售書模式分析。筆者分析了 60秒語(yǔ)音的內(nèi)容、特點(diǎn)、作用,線上、線下活動(dòng)的作用,讀者、圖書的定位以及圖書的銷售渠道等方面探討了"羅輯思維"的微信售書模式。第六章,微信售書存在的問(wèn)題及啟示。總結(jié)微信售書存在的問(wèn)題并指出微信售書對(duì)業(yè)內(nèi)的啟示。結(jié)語(yǔ)部分總結(jié)全文,指出不足。
[Abstract]:WeChat books is rising in recent years, after the launch of WeChat has been improving its function, the number of users has soared, WeChat payment function to open quickly into the user's social life, changing the public's consumption habits, it has become an important branch of WeChat books pay means. With the rapid development of new media technology and social software, mobile reading and fragmented reading has gradually become the mainstream, as China's largest social networking platform WeChat being gathered from the media, to provide the high quality reading content for users at the same time also in the training of users reading habits. The first book in the book version of "WeChat shelves cultural journey > sales hot, let publishers fancy WeChat in this new book sales platform, publishers, bookstores, media also have to rely on WeChat mall started selling books. Compared with the traditional book sales channels, WeChat The platform of book sales marketing is more accurate, more convenient to pay advantage, has now become a new channel for the book publicity and sales books. When it comes to WeChat books will have to mention the "logic of thinking". In the book in a small profit perennial state, the logic of thinking of WeChat to sell books but will A new force suddenly rises. book business. Do fast. The logic of thinking by the famous media people Luo Zhenyu creative, including a talk show, WeChat public number and launched soon but to not fire "APP". The logic of thinking through every Monday talk shows to attract fans, to show fans of Luo Zhenyu personality charm, use the WeChat platform will fans gather together through online and offline activities rich in the construction of the community economy, and new marketing weekly book, fans will be gradually transformed into paying customers. "The first logic thinking 60 Micro seconds speech, talk style continuation of the video program, such as a ritual every morning on time to meet with the user, in the logic of thinking, many of the WeChat public sector, has become the most important symbol. WeChat books as the most successful case, the logic of thinking in user training, user experience the user conversion and sales model, there is a worthwhile place. In this study, the logic of thinking as a case, through the positioning of the logic of thinking of audience and books, building communication symbols, community economic construction and book sales channels are analyzed, showing the logic thinking of WeChat books the model, in order to give the industry inspiration. This paper is divided into introduction, body and conclusion of three parts, the body part is the second chapter to the sixth chapter. The first chapter, the introduction part, mainly introduces the topic selection of this thesis, the purpose and significance of the research, research synthesis The research methods and innovation. The second chapter, the rise of WeChat books. This chapter mainly analyzes the WeChat book the rise of big environment, the first section mainly analyzes the WeChat public number provides a new platform for the books, and the first in the WeChat sales book version < > cultural journey, fired the first shot in WeChat books the second section analyzes the changes of power; and the consumption habits of the user to read the book. WeChat WeChat Book Analysis of the rise is mainly for the following. In the third chapter, the analysis of the logic of thinking "sales of book products. According to the logic thinking micro mall sell books as the research object, from pricing strategy, product strategy, marketing strategy three aspects analysis, summed up the WeChat platform to sell books with high price, no discount, multi form, Limited sales characteristics. The fourth chapter, the logic of thinking of the fan culture and paying users Transformation. This chapter mainly from the perspective of fan culture and transformation of the WeChat platform book sales customer source. In the fifth chapter, the analysis of the logic of thinking "WeChat book mode. The author analyzes the 60 seconds of voice content, characteristic, function, online, offline activities, readers, books and books positioning sales channels and other aspects of the logic thinking mode of WeChat books. In the sixth chapter, the problems existing and enlightenment. WeChat book summary of WeChat Book Problems and pointed out the inspiration of WeChat books in the industry. The conclusion part summarizes the full text, points out the insufficiency.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G230.7-F

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本文編號(hào)：1568283