Research On The Strategy Of "Luojisiwei" WeChat Official Account Book Marketing

With the rise of digital technology and the Internet,the rapid development of electronic books and audio books has had a certain impact on paper reading,so the traditional book industry has fallen into a period of low sales.When traditional bookstores and online bookstores promote sales by discounts,“Luojisiwei” this WeChat bookshop has come out of a completely opposite way,In the four years of We Chat’s development,“Luojisiwei” has not only adhered to the principle of no discounting books,but the sales is very considerable,which is the model of marketing in the industry.This paper takes the We Chat Official Account as an example,the rise and development of WeChat book sales are sorted out,Combined with the 4Ps.The book marketing strategy of “Luojisiwei” was sorted out from the product,price,place and promotion.For “Luojisiwei” problems existing in WeChat sales,analyze are listed from the following three aspects;the fragmentation of knowledge products,the user experience needs to be promoted and the promotion of frequent excessive marketing.On the basis of this problem,the future development trend of WeChat Book marketing is prospected.