【摘要】：在網(wǎng)絡(luò)社群流行、傳統(tǒng)實體閱讀市場衰落的背景下,定制化的精準(zhǔn)營銷成為獨立書店生存的必然選擇。其定制化經(jīng)營目前主要存在三種模式:以萬圣書園為代表的內(nèi)容定制化模式、以彼岸書店為代表的空間定制化模式、以讀易洞書房為代表的關(guān)系定制化模式,未來獨立書店只有通過打造良好的閱讀體驗,重新建構(gòu)閱讀場景,形成內(nèi)容—空間—關(guān)系全接觸點營銷,才能獲得更好的生存和發(fā)展空間。
[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.
【作者單位】： 中國人民大學(xué)新聞學(xué)院;
【基金】：國家社科基金項目“大數(shù)據(jù)時代網(wǎng)絡(luò)輿情與網(wǎng)絡(luò)社會治理研究”(15CXW014)的研究成果
【分類號】：G239.23-F
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本文編號：2123937