Abstract:

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.

Key words:

C2B2C Network used book platform Transaction mode Marketing strategy

CLC Number: 

• G235