Study On The Operation Strategy Of "Fan Deng Reading Club"

"Fan deng reading club" is a learning community based on mobile Internet in the context of digital reading.It is a pioneer in promoting the nationwide reading in China.Promoting the nationwide reading policy support and the development of digital technology provides a natural barrier,the rapid development of China's online reading with soil,interactivity,autonomy and convenience in the integration of "scramble" group in the advantageous environment growing grow,become a beacon of light life.Since its inception five years ago,it has always held its mission,not only to select and read a good book,but also to change itself with the power of knowledge and influence others with the light of reading.The development of information technology and digital reading has changed the reading mode and realized the transformation from offline to online.The infiltration of Internet + thinking has promoted the transformation of the traditional reading club,and made the restructuring and transformation to create a new organizational form,resulting in a reading community that relies on the social network.At present,it has formed the brand matrix of "fan deng reading club",which includes "one lesson","fan deng xiao reader","I am the book man" and "fan deng bookstore".From the efficient readers of the best books to the ecological layout of useful knowledge,the "fan deng reading club" has formed a full-contact reading ecology with the user as the core.At present,the number of members has exceeded 1.76 million,and the branches are scattered all over the world.The success of "fan deng reading club" is inseparable from the effective operation strategy.The characteristics of its operating strategy is mainly manifested in four aspects,to achieve accurate service operations,the content of the "content into a product" the platform operation,brand operation based on social economy and the profit pattern of "knowledge + paid service".At the same time,there are some problems in the development process of "fan deng reading club".The membership fee of 388 per person puts some students off.It is not perfect to construct the knowledge system in the process of recommending books and books.Too much emphasis on "practicality" makes it easy for readers to be utilitarian in choosing books.The sub-brand is too dispersed,which leads to user diversion.The user experience is not good,and the user's viscosity is reduced."Scramble" group as a case,it is in other network group of the present practical attention,by studying its disadvantages,the development course,operation mode analysis,and put forward corresponding Suggestions,provide some reference to the development of the future reading group,at the same time is conducive to maintaining the reading environment and promoting reading practice.