Research On The "Luojisiwei" Mode Of Selling Book On Wechat

Book-sales on WeChat has been on the rise in recent years,WeChat has been improving its functions after launch,the number of Wechat users has been soaring,the opening of WeChat payment quickly into the user's social life,changing the public's consumption habits,which has become more important way of payment about book-sales on WeChat.With the rapid development of new media technology and social network,mobile reading and fragmented reading gradually became mainstream.As China's largest social platform,wechat naturally became a gathering place from the media.not only provided users with high quality reading contents,but also cultivated users reading habits.The first shelved book that<Cultural Perplexity in Agonized Travel>on WeChat sales very well,which has let Publishers fancy this new book sales platform,compared with the traditional book sales channels,it is more targeted,payment convenience,etc.Nowadays,it has become a new channel for the promotion and sales of books.When we talking about book-sales on WeChat,we think of "Luojisiwei",while paper books in a state of perennial unprofitable,book sales on wechat of"Luojisiwei"is very popular,the book business is doing well."Luojisiwei" creatived by the famous media people Luo Zhenyu,it including a talk show,WeChat Official Accounts and "get APP" which launched with very short time but popular enough."Luojisiwei" through one weeks talk show to attract fans to show the personality of Luo Zhenyu,useing wechat platform to gather fans together,through online to offline activities to bulid a rich community economy,through shelved new boooks on wechat once a week and advertorial marketing to transformed fans into paid users."Luojisiwei" created 60 seconds voices,continuing video program mini talk show style,which meet users every morning on time.In many wechat official accounts plate of "Luojisiwei",it became the most important symbol of communication.As the most important case of books sales on wechat,it is worth learning fromt "Luojisiwei"that aspect of the user training,user experience,user conversion and sales model.This use "Luojisiwei" as an example,analyzed based on the positioning of audience and Book,communication symbol shaping,community economic construction and book sales channels,summarizing the model of book-sales on WeChat to give the inspiration.This paper is divided into three parts:Introduction,Body and Conclusion.The main body ranges from chapter 2 to 6.Chapter 1 is the introduction,which mainly introduces the source of the topic,the purpose and significance of the research,the research review,research methods and innovativeness.Chapter 2 analyzes the rise and development of book-sales on WeChat.The first section of this chapter mainly analyzes the environment of book-sales on WeChat--the premise of selling books is the opening of wechat official account and WeChat mall.The first shelved book named<Cultural Perplexity in Agonized Travel>onWeChat which has a very good beginning.The second section analyzes the impact of the changes in users reading and comsumption habits of book sales on wehchat.The third section briefly introduces the origin of "Luojisiwei",to pave the way for the following analysis.Chapter 3 analyzes the characteristics of the book sales on wechat of"Luojisiwei".author by the books which sales on the micro mall as the research object,analysis from three aspects of pricing strategy,product strategy,marketing strategy,summed up the feature of books sales on wechat with high price,no discount,multi form,Limited sales etc..Chapter 4 analyzes fans and the transformation of paid users of "Luojisiwei".In this chapter,the author mainly discusses the source of WeChat's book sales from the point of view of the training and transformation.Chapter 5 analyze the mode of book sales on wechat of "Luojisiwei".The author discussed the mode of book sales on wechat through analyzes the 60 seconds of voice content,characteristic and function,online and offline activities,the positioning of author and books and sales channels and other aspects.Chapter 6 the problem of book sales on wechat and the inspiration to the industry,summarizes the existing problems and points out that the inspiration to the industry.The conclusion part summarizes the whole paper and explains the limitation.