Research On The Wechat Marketing Of Independent Bookstores In The Mobile Internet Era

As a place to disseminate knowledge and culture, bookstore is the best window to reflect a city’s spirit. Different from the state-run Xinhua Bookstore, book clubs and online bookstores, Independent bookstores are special exist mode of the retail book industry. The most important value of independent bookstores is not commercial, but cultural. Independent bookstores do not chase book sales as a single target. Besides, they play important roles in shaping the local spiritual and cultural life. Independent bookstores herein includes three meanings:Operating independently, unique culture, unique style. What kind of city, what kind of bookstore. Many well-known independent bookstores often referred to as a city of culture card, such as Taipei, "Eslite Bookstore", Beijing’s "one-way street bookstore," Nanjing "Pioneer bookstore," and so on..However, in recent years, reports on the closure of independent bookstores are increasing. Due to the double whammy of online bookstore and rising rents, independent bookstores seem unavoidably decline into the "winter period". Until 2014, in the background of the policy of good and innovative business model transformation, independent bookstores finally recovered from its two years’ negative growth trend. Through proven, open and operating a Wechat public platform has important practical significance for independent bookstores. First, it increases a information dissemination channel to help independent bookstores spreading bookstore News, and making more readers to keep abreast of the dynamic; Second, with the improvement of Micro-Shop, it can broaden independent bookstores’online sales channels;Finally, it has interactive contact with readers and enhance the stickiness of the bookstores and readers by the Wechat platform.In order to solve the plight of survival, independent bookstores started to change their own development strategies, continuing to explore the transformation of business. During the continuous restructuring and exploring, bookstore operators gained more business wisdom. With the rapid development of mobile Internet and the rise in the Wechat marketing, independent bookstore operators begain to focus on their own demands, such as expanding its own brand reputation effect, effective control of marketing costs as well as build a mobile reading platform development. They try using the Wechat marketing approach to improve the operating status.By surveying 20 independent bookstores’ Wechat official accounts’ push service in January 2015 to April of different cities in China, this article sort and summarize the situation of independent bookstores’ account authentication, the way of information pushed and information content. By sorting out, the writer account that there were three different Wechat marketing dominant modes in Wechat marketing, that were propaganda service mode, interactive marketing mode and micro-bookstore online marketing mode. But for the whole independent bookstores, as a new marketing channel, Wechat marketing is still in its exploratory stage. In the process of marketing communication, independent bookstores Wechat marketing has several problems. Such as, the lack of specific Wechat marketing strategy consciousness, push way unreasonable, inadequate development platform capabilities and the presence of the reader’s low perception of pushed contents. Depending on the main problems of independent bookstores in Wechat marketing, the author puts forward suggestions from five aspects, which include formulating Wechat marketing strategy, optimizing the push way of information, perfecting Wechat platform services, strengthening the management of Wechat platform content and building a cross-platform promotion system.