| We-chat is the most popular instant messaging software of mobile Internet, The propagation characteristics of "point to point" make We-chat become a social platform which can achieve the depth of communication.Book marketing activities require the depth of communication of We-chat, Therefore, We-chat will be the best platform for book marketing.The article start from the section of propagation characteristics of We-chat and its application value in the marketing of books, and from five aspects that include communication subject?communication content?communication channels communication audience and communication effect to describe the propagation characteristics of We-chat, then from two levels that include We-chat platform and We-chat users to analyze the application value of We-chat in book marketing. We-chat communication features of its own and application value in the marketing innovate the ways of book network marketing, given the mew characteristics and significance of book network marketing. Then, the paper based on analysis the main function of We-chat in book marketing, elaborating three new book marketing models include of 020 marketing, F2F marketing and SOLOMO marketing. Finally, based on current situation that the book marketing in We-chat is in the initial stage of exploration, the article found that many problems exist such as weak awareness of We-chat marketing strategy Awareness?promotion way needs to be strengthened and marketing Content tedious, when publishing enterprises use We-chat in book marketing. According to the dilemma at present, the paper propose some optimization strategies that is enhanced awareness of We-chat marketing strategy?innovation promotion in the form of We-chat books marketing and rich books marketing contents. |
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