摘要
伴随着网络旧书平台的发展不断深入迭代,C2B2C模式逐渐呈现出日益广泛的影响力和接受度。其平台功能的全参与交易模式进一步凸显了“连接”的价值,也为开展以平台为核心环节的营销策略提供了可操作空间。研究借助网络整合营销4I理论,从用户需求出发,全面分析C2B2C旧书交易平台在兴趣原则、利益原则、互动原则和个性原则四个方面的营销策略,并对C2B2C旧书平台未来可以采取的优化策略进行探索,即拓展旧书来源渠道、开展多元跨界合作,盘活售前与售后服务、形成全服务链,树立品牌营销意识、提升品牌价值,以实现旧书平台的可持续发展。
With the development of the old book platform,the C2B2C model gradually shows more and more influence and acceptance.The full participation trading mode of its platform function further highlights the value of“connection”,and also provides operable space for carrying out the marketing strategy with platform as the core link.Based on the 4I theory of network integrated marketing,this paper analyzes the marketing strategies of C2B2C old book trading platform in four aspects:interest principle,interest principle,interaction principle and personalization principle,and explores the optimization strategies,namely,carrying out multiple cross-border cooperation,activating pre-sale and after-sale services,establishing brand marketing awareness,so as to realize the sustainability of old book trading platform development.
作者
张岩
蔡丹枫
Zhang Yan;Cai Danfen(School of Journalism and Communication,Liaoning University,Shenyang,110136;School of Information Management,Nanjing University,Nanjing,210023)
出处
《出版科学》
CSSCI
北大核心
2020年第5期74-81,共8页
Publishing Journal
基金
辽宁大学2020年研究生课程思政示范课项目“数字出版与技术”(ysf202001042)的阶段性成果。
关键词
C2B2C
网络旧书平台
交易模式
营销策略
C2B2C
Network used book platform
Transaction mode
Marketing strategy
