私域流量營銷：后疫情時代實體書店直播轉型再思考

張雪

[摘 要] 2020年重大疫情對實體書店經營造成重大沖擊，疫情下現象級的“書店直播熱”顯示出實體書店營銷模式面對互聯網營銷呈現抵制與轉型的分水嶺。通過對疫情后9家具有代表性的實體書店543次直播活動進行營銷學解讀，結合疫情前后書店營銷模式的再分析，提出私域流量營銷是實體書店未來轉型的重要方向，并提出其創新路徑如下：聚合線上線下讀者資源，構建書店私域流量池;立足內容流量池定位，開發知識付費產品;建立營銷矩陣，形成書店運營閉環;借勢意見領袖，實現精準化引流;基于用戶畫像和興趣，提升用戶體驗。

[關鍵詞] 實體書店 私域流量 直播 營銷轉型

[中圖分類號] G235[文獻標識碼] A[文章編號] 1009-5853 （2020） 05-0082-09

[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 bookstores 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.

[Key words] Physical bookstores Private domain traffic Live broadcasts Marketing transformation

1 引 言

2020年初暴發新型冠狀病毒疫情對主要提供線下產品和服務的實體書店行業帶來了巨大沖擊和非預期性危機，根據中國實體書店聯盟“書萌”2020年2月5日公布問卷調研報告顯示，疫情之下書店行業停業比例為90.7%，沒有正常收入的占比91.97% [1]。疫情之前2013—2019年普遍被認為是實體書店行業的回暖期[2]，疊加多元空間消費場景的“書+”“書店+”營銷模式是主流。疫情前直播是少數書店線下活動的線上延伸，往往作為一種網絡推廣方式存在。疫情使剛剛回暖的實體書店市場急轉而下，普遍性的經營危機對“書+”“書店+”營銷理念提出了挑戰。長達數月的“居家抗疫”促使“宅經濟”興起，“流量”取代“客流量”成為商家追逐的目標并催熟了直播營銷，流量即用戶數量，直播平臺成為新興的超級流量入口，直播轉型也成為各行各業的營銷趨勢。……