Publishing Journal ›› 2020, Vol. 28 ›› Issue (5): 82-.

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Private Domain Traffic Marketing ： Reflections on the Transformation of Live
Broadcasting of Physical Bookstores in the Post-epidemic Era

  

  1. School of Journalism and Communication， Shanghai University
  • Online:2020-09-15 Published:2020-09-28

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Abstract:

The major epidemic in 2020 has caused a great impact on the operation of physical
bookstores. The phenomenon of“bookstore live broadcast fever” under the epidemic shows that
the marketing mode of physical bookstores presents a watershed of resistance and transformation
in the face of online marketing. Based on the marketing interpretation of 543 live events of 9
representative physical bookstores after the epidemic， combined with the re-analysis of the
bookstore marketing model before and after the epidemic， it is proposed that private domain traffic
marketing is an important direction for the future transformation of physical bookstores， and the
innovation path is proposed as follows ： aggregate online and offline reader resources to build the
flow pool of the bookstore’s private domain; based on the position of content flow pool， develop
knowledge payment products; establish a marketing matrix to form a closed loop of bookstore
operation; take advantage of KOLs to achieve accurate drainage; enhance user experience based
on user profiles and interests.  

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