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微信公众平台是信息接收者(微信用户)和信息发送者(公众平台运营后方)进行信息交流过程中的一个节点,其实质是信息栈模式。出版业微信公众平台栈模式可以解构为易获得渠道、强链接推送、个性交流互动以及O2O模式应用几个功能。借助微信公众平台信息栈强大的社交关系和辐射功能,传统出版业企业可以进行精准出版推广、个性在线互动、线上与线下多态互动等特色化图书营销活动。针对微信公众平台栈的局限性,本文进一步提出改善出版业微信公众平台的建议。
WeChat public platform is a node in the process of information exchange between the receiver of information (WeChat user) and the sender of information (the public platform is operated), and its essence is the information stack mode. Publishing WeChat The public platform stack model can be deconstructed into several functions such as easy access, strong link push, personality interaction, and O2O mode application. With the powerful social relations and radiation capabilities of the WeChat public platform information stack, traditional publishing enterprises can carry out specialized book marketing activities such as precise publishing and promotion, personalized online interaction, and online and offline multi-modal interaction. In response to the limitations of WeChat public platform stack, this article further proposes suggestions to improve the public platform of WeChat publishing industry.