| " Fan Deng Reading Club" was established and officially launched at the end of 2013.With its unique functional positioning,such as interpretation of the essence of high-quality books,social interaction,innovative storytelling competitions and so on,it has gradually gained popularity in major cities across the country.Up to now,more than 3,000 authorized points have been set up worldwide with a membership of more than 13 million.However,the development of different regions is not balanced.Wuhan,as the central city in the central part of our country,has the highest economic strength among the cities in the country.However,due to the late entry of " Fan Deng Reading Club" in Wuhan,the market has been divided in the early stage,resulting in slow data growth.In addition,due to the lack of effective operation management in the early stage of development,Fan Deng reading club experienced low conversion rate of members,poor brand awareness and recognition,low user viscosity,aging community,and serious loss of high-value users in Wuhan.The research in this paper starts from the perspective of marketing,analyzes the market environment and competition situation of " Fan Deng reading club",and puts forward the opportunities and problems it faces in Wuhan market.Supported by authoritative industry data and " Fan Deng Reading Club" data,it determines its development strategic positioning and strategic objectives,and formulates a community integrated marketing planning scheme around the objectives of increasing market share,increasing user utilization rate,and building a premium content payment platform.In terms of specific community integration and linkage planning,this paper starts from integration and linkage respectively.In the aspect of integration,firstly,by making the operation plan of the core community,taking Fan Deng Bookstore as the offline base,integrating the resources of family,mind and career to carry out community operation,making direct contact with the core users of reading in Fan Deng,expanding the group of seed users,extending the product line and realizing profits;The second is to formulate a cooperative marketing plan with third-party brands.Through the selection and management of offline commercial contact points,high-quality merchants are integrated as channels,and the " channel+book club" alliance mode is used to achieve in-depth integration,expand the community base and enhance the influence of the " Fan Deng Reading Club" brand community.In terms of linkage,one is to start the recruitment plan for the instructors' group,to enrich the product content and ensure high-quality content output by mobilizing the strength of opinion leaders in Wuhan's local professional fields,combining online book content,cooperating with offline activities and turning over the classroom;Second,according to the media contact situation in the living space of Wuhan target users,do a good job in the management and dissemination of online and offline contact points,and give full play to the advantages of interaction to add points to the operation.Through the integration and linkage of the four schemes,they can serve the common goal.While enhancing the popularity of the " Fan Deng Reading Club" brand community and expanding its market share,they can also explore the operation mode of the Internet learning ecological platform and contribute to the development of the industry. |
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