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在线试读作为互联网平台图书附加信息要素的重要组成部分,通过图书部分章节内容免费试读的方式对图书消费者种下知识的诱饵,促使消费者拥有知识完形的知识消费心理,起到了“列举式图书广告”的效果,进而促使消费者为了将残缺的知识图景完形补全而购买图书,因此具备强大的在线图书营销功能。图书编辑在后期网络图书营销的过程中应强化对于在线试读的图书营销功能认知,优化在线试读的内容选择,引导潜在图书消费者进行图书消费。
Online reading as an important part of the additional information elements of books on the Internet platform, through the book section of the contents of a free trial of books on the book consumers to bait knowledge, prompting consumers to have a knowledge-based consumer psychology, played a The effect of Enumerated Book Advertising drives consumers to purchase books that complement the incomplete picture of knowledge and thus has a powerful online book marketing function. Book editors in the latter part of the online book marketing process should be strengthened for the online trial of book marketing awareness, optimization of online preview of the content selection, and guide potential book consumers to book consumption.