4I理论视角下帆书软文营销策略研究.docx

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4I理论视角下帆书软文营销策略研究

摘要：随着互联网的快速发展，新媒体平台催生了众多创新的营销策略，其中软文营销尤为突出。自新冠疫情爆发以来，这一趋势愈发明显，各行各业的营销渠道纷纷由线下转向线上，图书行业也未能免俗。在这一背景下，帆书作为知识付费平台的代表，通过其独特的“线上+线下”软文营销策略，成功吸引了大量用户，为企业的增长注入了新的活力。本文旨在从网络整合营销的“4I理论”（趣味Interest、信息Information、互动Interaction、个性化Individualization）出发，选取帆书作为案例，运用数据分析法、内容分析法和文献研究法，对其软文营销的现状进行深入研究。研究主要聚焦于趣味、利益、互动和个性化四个维度，旨在发现并解决帆书在软文营销过程中存在的问题。通过研究，我们发现帆书在软文营销中存在的问题主要包括：用户复购率不高、忠实消费者群体尚未形成、沟通机制不够完善、营销精准度有待提高、成本控制和变现能力需进一步提升、客户渠道尚需拓展等。针对这些问题，本文提出了一系列优化策略。

关键词：4I理论；帆书；软文营销

4ITheoryunderTheVisualAngleFanShuSoftTextMarketingStrategyResearch

Abstract：WiththerapiddevelopmentoftheInternet,newmediaplatformshavegivenrisetoamultitudeofinnovativemarketingstrategies,amongwhichsoftarticlemarketingstandsout.SincetheoutbreakoftheCOVID-19pandemic,thistrendhasbecomeincreasinglyevident,withmarketingchannelsacrossvariousindustriesshiftingfromofflinetoonline,andthebookindustryisnoexception.Againstthisbackdrop,FanShu,asarepresentativeofknowledgepaymentplatforms,hassuccessfullyattractedalargenumberofusersandinjectednewvitalityintothecompanysgrowththroughitsuniqueonline+offlinesoftarticlemarketingstrategy.Thispaperaimstostartfromthe4ITheoryofintegratednetworkmarketing(Interest,Information,Interaction,Individualization),selectFanShuasacasestudy,andapplydataanalysis,contentanalysis,andliteratureresearchmethodstoconductanin-depthstudyofitscurrentsituationinsoftarticlemarketing.Theresearchmainlyfocusesonfourdimensions:interest,benefits,interaction,andpersonalization,withtheaimofidentifyingandaddressingtheproblemsexistinginFanShussoftarticlemarketingprocess.Throughthestudy,wefoundthatthemainproblemsinFanShussoftarticlemarketinginclude:lowuserrepurchaserates,thelackofaloyalconsumergroup,imperfectcommunicationmechanisms,theneedforimprovedmarketingprecision,the