本文選題：V營銷理論　切入點：實體書店　出處：《編輯之友》2017年09期

【摘要】：4V營銷理論重視提供差異化產(chǎn)品及服務(wù),滿足消費者個性化和情感需求,強(qiáng)調(diào)附加價值,追求"共鳴"。文章分析了當(dāng)前實體書店發(fā)展困境原因,基于實體書店"自救"角度,闡述實體書店運用4V營銷理論發(fā)揮比較優(yōu)勢,打造"第三空間",通過眾籌、VR等提升顧客卷入度,"逆亞馬遜思維",與上下游產(chǎn)業(yè)鏈共筑"讀者云"等策略,從而提升競爭力。
[Abstract]:4V marketing theory attaches importance to providing differentiated products and services, satisfies consumers' individualized and emotional needs, emphasizes added value and pursues "resonance". This paper analyzes the reasons for the current predicament of the development of physical bookstores, based on the perspective of "self-saving" of physical bookstores. This paper expounds the strategies of using 4V marketing theory to exert comparative advantage, to create "third space", to promote customer involvement through crowdfunding VR, to "reverse Amazon thinking", and to build "reader cloud" with upstream and downstream industry chain, so as to enhance competitiveness.
【作者單位】： 重慶工商大學(xué)文學(xué)與新聞學(xué)院;
【基金】：重慶市社會科學(xué)規(guī)劃培育項目“基于供給側(cè)結(jié)構(gòu)性改革視角的重慶產(chǎn)業(yè)轉(zhuǎn)型升級動力機(jī)制研究”(2016PY03) 重慶工商大學(xué)成渝經(jīng)濟(jì)區(qū)城市群產(chǎn)業(yè)發(fā)展協(xié)同創(chuàng)新中心開放課題“成渝城市群文化產(chǎn)業(yè)影響因素及發(fā)展對策研究” 重慶市教委人文社科研究項目“新媒體視閾下重慶大學(xué)生媒介素養(yǎng)教育對策研究”階段性成果(14SKH12)
【分類號】：G239.23
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本文編號：1687961