自媒体时代童书出版社群营销的逻辑研究——以微信公众号为例
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摘要
近年来,众多专营童书出版及分享推广的微信公众号开始崛起并引发大量关注。以微信公众号为例,从自媒体童书出版的社群营销这一角度入手,试图探讨自媒体童书出版社群营销的逻辑。研究认为,以"趣缘群体"为核心建构的社群以及通过人格化的意见领袖而形成的凝聚力,是童书社群营销的基础;社群的认同感以及由此引发的消费行为,是童书社群营销的核心:通过社群内部成员的分享和交流而建构认同感,从而让成员的消费意愿在不知不觉中得以产生,改变了传统图书"硬广告"的生硬之感;而社群的维护和发展则主要通过注重人际传播与群体传播、鼓励核心成员分享互惠、保持社群黏性以及强化意见领袖的"人格背书"等方式来促进童书出版社群营销的可生长点。
Recent years many We Chat public accounts which focus on the publication and sharing of children's books have attracted a lot of people. This paper takes We Chat public accounts as a case study to discuss the logic of the community marketing on the publication of children's books. The paper draws some conclusions. First,the basis for the community marketing of the publication of children's books is the construction of the community and the cohesion formed through the personalization of opinion leaders. Second,the core of the community marketing about the publication of children's books is the community identity and the sequential consumer behavior. Third,there are three ways for the sustainable development of the community marketing: relying on both interpersonal communication and group communication,sharing in the core members to keep the viscosity of the community,and to strengthen the credibility of opinion leaders.
Recent years many We Chat public accounts which focus on the publication and sharing of children's books have attracted a lot of people. This paper takes We Chat public accounts as a case study to discuss the logic of the community marketing on the publication of children's books. The paper draws some conclusions. First,the basis for the community marketing of the publication of children's books is the construction of the community and the cohesion formed through the personalization of opinion leaders. Second,the core of the community marketing about the publication of children's books is the community identity and the sequential consumer behavior. Third,there are three ways for the sustainable development of the community marketing: relying on both interpersonal communication and group communication,sharing in the core members to keep the viscosity of the community,and to strengthen the credibility of opinion leaders.
引文
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[2]罗自文.网络趣缘群体的基本特征与传播模式研究——基于6个典型网络趣缘群体的实证分析[J].新闻与传播研究,2013(4):101.
[3]陈爱国.论布尔迪厄文化资本的形态构造[J].学术论坛,2006(6):176.
[4]三川玲.我为什么写微信公众号[EB/OL].(2014-01-04)[2017-03-01].http://blog.sina.com.cn/s/blog_4c23fcb80101t8oy.html.
[5]张萌萌.西方身份认同研究评述[J].云梦学刊,2011(2):29.
[6]曼纽尔·卡斯特.网络社会的崛起[M].夏铸九,王志弘,译.北京:社会科学文献出版社,2001:46.
[7]蒋旭峰.网络游戏的社群营销策略及其伦理反思——以“魔兽世界”为例[J].中国地质大学学报(社会科学版),2014(4):131.
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[10]三川玲的博客.告诉孩子面对灾难的智慧和勇气《大雨大雨一直下》[EB/OL].(2015-08-14)[2017-01-05].http://blog.sina.com.cn/s/blog_4c23fcb80102vt03.html.
[11]MUNIZ A M,Jr,O’GUINN T C.Brand community[J].Journal of Consumer Research,2001(4):412-433.
[12]杨昕雅.知识型微信社群用户参与动机对参与行为的影响[J].重庆邮电大学学报(社会科学版),2017(5):73.