Research On WeChat Book Marketing Strategy Of Traditional Publishing Press

With the establishment and development of Internet, the information exchange platforms based on mobile phones have been gradually expanded. The number of people who received benefit from the platforms increases significantly these years, and the theme of briefness, convenience, express becomes an important part of our daily life. As an intelligent application, WeChat plays an important role in our everyday life via providing gratuitous instant online communication service for people.The author found that emergence and development of WeChat has been brought unprecedented influence and practice to kinds of industries. Some characteristics of WeChat in propagation or marketing depend on its property being a communications media. In the publishing industries, the publishing marketing which emerges based on WeChat platform impels the way of book marketing to explore a lot in its process of development. The marketing can be more effective only when it keeps up with the times. And "book" is meaningful only by marketing well.China’s traditional publishing house has experienced two stages of transformation in the process of modernization, and book marketing has been one of the things that should carry out. The purpose of book marketing is sales, while marketing is more important than sales. Publishing house use the WeChat platform to advertise and popularize it books, and to establish a long-term contact between the readers and fans. Through the bonding, publishing house can cultivate potential readers and build a good brand image, which ultimately increase the sales volume. This article use the idea of "WeChat marketing" to study the long-term process. At the same time, the process needs to consider communication strategy.This paper is divided into five parts:introduction; the historical change of marketing mode of Chinese Publishing House; Chongqing publishing group and Guangxi Normal University Press "Imaginist" WeChat book marketing promotion comparative analysis; The characteristics and existing problems of WeChat books marketing press; Countermeasure and analysis; summary.In brief, This article use Chongqing publishing group and Guangxi Normal University Press "Imaginist" as object to analyze their WeChat platform. Chongqing publishing group as a strongly comprehensive strength of the publish unit, WeChat public platform doesn’t has an good influence. The WeChat public platform of Guangxi Normal University press "Imaginist" has an good influence among the country. From the two publishing unit of their WeChat public platform, Analysis their message transmission characteristics and dissemination of results, combined with the characteristics of WeChat marketing, to analyze and study WeChat book marketing present situation. At the same time, according to the problems of WeChat book marketing of Chinese press, putting forward a series of strategies through communication strategy and propagation mode. The author hopes that the results obtained from this paper can provide references for book marketing on WeChat.This paper views that as an emergent media, WeChat has great potential. Lots of publishing companies manifest the courage and boldness to keep up the times in the process of book marketing. However, the efforts and strength are not enough when book marketing only via WeChat. Once we discern the propagation effect and grasp the propagation law of WeChat exactly, we can not only sale books on a larger scale and obtain more benefits from them, but also forge distinctive brand of the publishing company.