基于SIVA营销组合理论的图书盲盒营销模式创新研究  

Research on the Innovation of Book Blind Box Marketing Model Based on the SIVA Marketing Mix Theory

作　　者：王兆轩 WANG Zhaoxuan(School of Information Management,Wuhan University)

机构地区：[1]武汉大学信息管理学院

出　　处：《出版与印刷》2023年第4期58-67,共10页Publishing & Printing

摘　　要：把握图书盲盒营销过程中的主要矛盾,优化图书盲盒营销模式。通过文献分析并结合相关案例,梳理了图书盲盒营销的基本方法与现实困境,从需求把握、长期发展、实用价值、价值集成四个方面提出了图书盲盒营销中的主要矛盾,在SIVA营销组合理论的框架下,进一步从探查需求、整合信息、创造价值、丰富途径四个方面提出改进图书盲盒营销的具体发展模式,以期解决主要矛盾,实现图书盲盒的长期健康发展。This paper grasps the main contradictions in the process of book blind box marketing,and optimizes the book blind box marketing model.Through the literature analysis and the relevant cases,this paper sorts out the basic methods and practical dilemmas of book blind box marketing,and proposes the main contradictions in book blind box marketing from four aspects:demand grasp,long-term development,practical value and value integration.Under the framework of the SIVA marketing mix theory,in order to solve the main contradictions and realize the long-term healthy development of the book blind boxes,this paper further puts forward the concrete development mode of improving book blind box marketing from four aspects:exploring demands,integrating information,creating value and enriching ways.

关 键 词：SIVA营销组合理论 图书营销 图书盲盒 图书盲盒营销 

分 类 号：G235[文化科学] F274[经济管理—企业管理]