Research On "Unread" Operation Strategy Of We Chat Public Account In Book Marketing

The rapid development of network information technology has enabled the rapid and diversified development of e-commerce marketing model.On this basis,the book sales method has become rich and fast,which not only reduces the cost of traditional booksellers inventory,rent,etc.,but also greatly improves Book sales.In 2014,Yu Qiuyu's " Cultural Perplexity in Agonized Travel " successfully sold in WeChat Mall,opening a new marketing channel for books on WeChat platform.From third-party e-commerce platforms such as Dangdang and Amazon to wechat stores and small programs on WeChat platform,online sales channels of books have become mainstream marketing methods.As an information output platform,WeChat public account directly disseminates information to potential consumers,which has certain promotion effect on book marketing.Its operation and development are also creating and leading new book marketing channels.Compared with the self-Media Wechat public account with millions of fans,the book marketing category public account seem to be overwhelmed by tens of thousands of public account,losing its unique recognition.Under the new media development environment,this research hopes to conduct research on the operating strategy of the book marketing Wechat public account "unread",which is operates more successful,and propose some optimization suggestions for the operation and development of this type of public account,help it achieve sustainable development.Through the literature research method,case study method,content analysis method and other research methods,on the basis of combing the overall development status ofbook marketing WeChat public account,this paper introduces the generation,design and planning of "unread" public account,as well as its development and operation,and takes all articles published by "unread" public account in 2018 as research sample,by observing its operational dynamics,from the content of the production,layout and push,user management and maintaining,marketing channels and methods and other aspects of the detailed analysis of the "unread" public account of operational strategies.The study found that the "unread" public account in the operation has problems such as insufficient original content,lack of innovation in content presentation,excessively frequent book promotion,and unbalanced platform development.For the operational problems of the "unread" public account,this paper proposes four suggestions in order to improve its operational strategy and promote better development: first,in terms of content production,we should adhere to the concept of "content is king",increase the proportion of original content,deliver high-quality book promotion content for users,and enhance user stickiness;second,in terms of content layout,it is necessary to innovate the content presentation form,provide users with a good reading experience,and improve the secondary transmission rate of the article;third,in the promotion of books,we must uphold the principle of appropriateness,reasonably arrange the frequency of book promotion,and bear in mind the excessive marketing so as to achieve the best publicity effect;fourth,in terms of the new media matrix,we need to balance the development of various platforms,give play to the effectiveness of the dissemination of new media matrices,expand the coverage of communication,and divert the "unread" public account to achieve long-term development.In addition,based on the advantages of the "unread" public account operation,it provides reference for the optimal operation of the book marketing category public account from four aspects: first,under the premise of conforming to the brand positioning of the public account,it can improve the "first impression" of brand promotion by setting a high-recognition avatar,a concise and easy-to-remember nickname,a simple and clear function introduction,and a well-defined custom menu;second,in terms of title editing,according to the subject content of the book,multiple language methods are used to increase the appeal of the title and improve the opening rate of the article;third,pay attention to the maintenance of user relations,strengthen communication with users from the aspects of interactive communication,organizing activities,operating service account,and forming communities,so as to improve the loyalty of users;fourth,set up a multi-channel marketing path to provide users with diversified consumption channels to meet the multi-faceted purchase needs of users.