关键词: 4I 理论, 出版社微信营销, 营销模式

Abstract:

Marketing Theory 4I thrives in social media environment. This paper analyzes the marketing
effects impacted by factors of Interesting, Interests, Interaction and Individuality, based on a survey of the
tweeting and feedback of twelve China Press Wechat Platforms in a month. It shows that， firstly, multi-media
and high additional value content attracts more reading; secondly,various interaction and brand individuality
can promote the influences of Wechat Platform. It also finds that current interactions are insufficient in Web
2.0. Finally, it provides four suggestions in promoting China’ s press Wechat platform marketing.