Emotional Marketing Of Books

With the rapid development of the economy and the increasing wealth of material wealth,people are addressing new or potential spiritual needs,such as personalization,niche,and experiential new needs,on the premise that general needs such as physiology and safety are gradually met.Demands,etc.emerged at the historic moment and became apparent in light of the situation.Therefore,new marketing to meet new needs became feasible.The new marketing that puts emotional elements into the marketing link began to gain the attention of enterprises.This new marketing is "emotional marketing.".From the PC Internet to the mobile Internet to the embryonic intelligent Internet,huge changes are taking place in product services,sales channels,purchasing methods,and industry patterns.The overall market environment and marketing environment are also changing accordingly.Traditional books Marketing methods have created new mismatches with the current media environment and overall market changes.In order to further expand the application of emotional marketing theory in the book publishing industry and enrich the theory,this article interprets the concept of "emotional marketing" by scholars on the basis of an in-depth understanding of the concept of "emotion",and at the same time sorts out the concept of "emotional marketing" The development process and the definition and characteristics are put forward,based on the related characteristics of books,the concept,characteristics,and types of book emotional marketing are proposed;combined with the background of the times and marketing theory,the feasibility and value expectation of book emotional marketing are analyzed;The current marketing cases in the book publishing industry have summarized the strategies of book emotional marketing,including: building an emotional connection with readers,increasing the publisher's response speed to public sentiment and public opinion,attaching importance to the interactive relationship between publishers and readers,and providing The emotional value of reader satisfaction,using the comparative advantages of book emotional marketing and traditional book marketing methods,etc.;then reflected on the actual application of book emotional marketing,and proposed corresponding improvement strategies,namely: strengthening platform construction and setting up "shared" "Emotion" topic,let readers say what they want to say;strengthen the placement and timing of "emotion" elements to serve the real needs of readers;strengthen the communication mechanism,encourage the participation of personnel throughout the process,and continue to serve readers effectively.Finally,on the basis of reflection,it looks forward to the future development of book emotional marketing.