Text Strategy And Emotional Marketing Of “Distress Letters” On We Media Of Physical Bookstore

In 2020,impacted by COVID-19 epidemic,most physical bookstores in China will seek help in the form of “Distress Letters” from We Media.In this paper,taking the“Distress Letters” issued by 32 physical bookstores to the public via the “We Media”platform during the COVID-19 prevention and control period as the research object and analyzing and summarizing the operating difficulties faced by physical bookstores.At the same time,combined with the relevant theories of publishing science,this paper provides some suggestions for the future sustainable development of China's physical bookstore.Based on the overall introduction of the existing situation of physical bookstores,the background of “Distress Letters” issued by We Media and the research status of relevant fields,analyzing from the centralized release time,reasons for seeking help,vocal channels and communication effect of “Distress Letters” from 32 physical bookstores.At the same time,word frequency analysis tools and topic analysis tools are used to analyze the title content,text content and comment area content of “Distress Letters” from “We Media” of physical bookstores,and to comb and compare the text framework of each sample,so as to excavate the text strategy and internal emotional marketing methods of “Distress Letters” from “We Media” of physical bookstores.Physical bookstores play an important role in public cultural services in urban life.Faced with long-term business difficulties,they should focus on building brands,upgrading services,increasing revenue and cultivating market demands,and form a differentiated and experiential ecosystem to seek a breakthrough.