密 级： 学校代码：10075 分类号： 学 号：20120845 出版硕士学位论文 出版硕士学位论文 孔夫子旧书网的品牌传播研究 学位申请人 ： 郭 峥 指 导 教 师： 陶 丹 教授 学 位 类 别： 出版硕士 学 科 专 业： 出版 授 予 单 位： 河北大学 答 辩 日 期： 二〇一四年五月 Classified Index: Code: 10075 U.D.C.: No. 20120845 A Dissertation for the Degree of M. Publishing Research on Brand Communication of Kongfuzi On-line Bookstore Candidate: GuoZheng Supervisor: Prof. TaoDan Academic Degree Applied for: Master of Publishing Specialty: Publishing University: Hebei University Date of Oral Examination: May, 2014 摘 要 I摘 要 古旧书市场作为图书市场的一个重要分支， 经历了一段时间的低潮后又有了明显的回暖迹象。
以销售古旧书为最大特点的孔夫子旧书网在开办至今的短短几年内，迅速占领了中文古旧书交易中 90%以上的市场份额，为古旧图书交易提供了一个广阔平台孔夫子旧书网的快速成长过程中，品牌传播起到了重要作用，研究孔夫子旧书网的品牌传播对于制定营销策略、树立良好的品牌形象等方面有重要影响 品牌个性是一个品牌拥有的一系列人格特征，已经成为品牌吸引消费者的重要因素 孔夫子旧书网作为全球最大的中文古旧书销售平台，它的成功离不开其独特的品牌个性，品牌个性是孔网进行品牌传播活动的重要基础本文站在一个较综合的角度归纳出了孔网七大品牌个性 孔夫子旧书网的品牌传播具有自身的特点与路径其品牌传播特点可以用小范围、互动、合意，文化与情感维度突出，买卖之间相互吸引，买卖群体高度重合以及基本无广告五个点来概括孔网的品牌传播路径则可以被描述为力邀有影响力的店家入驻，以人际传播、病毒式营销为主要特点，采取线上为主、上下联动的信息传播方式，加强同其他网站的合作，增加孔夫子旧书网品牌曝光度等 依托于互联网的孔夫子旧书网无疑会受到网络环境的巨大影响 互联网的发展趋势可以用 SoLoMo 进行描述，即“Social（社交） ” “Local（本地化） ” “Mobile（移动） ” 。
在 SoLoMo 的环境下品牌传播呈现出一系列新的发展趋势，其中孔夫子旧书网的官方虚拟社区——中国古旧书社区、 以及大数据对孔夫子旧书网的品牌传播产生了巨大影响中国古旧书社区在品牌关系的建构与维持、增强品牌传播的感情维度方面能够发挥巨大作用作为一种新兴的社交软件具有独特的信息传播机制，并以其信息传递的即时性、精准性、嵌入性为突出特点，引发了品牌传播方式的一系列变革对的恰当使用可以使孔夫子旧书网在品牌传播方面大有作为随着数据的极度膨胀，云计算技术的出现，我们进入了大数据时代在品牌传播方面，大数据一方面对企业提出了更高的要求，孔网必须紧跟科技发展潮流，掌握与大数据相关的数据和技术；另一方面大数据也为品牌信息的传播提供了新的契机， 主要表现在： 用户各侧面可以得到更好的描绘，从而实现个性化、个人化的品牌信息传播；提升了孔网对危机事件的处理能力等方面 关键词 品牌传播 品牌个性 古旧书 大数据Abstract IIAbstract As the important component of the book market, second-hand book market has attracted much attention from many people. Kongfuzi online bookstore is the largest chinese ancient and second-hand book trade platform in the world, which has occupied more than 90% of the share in chinese second-hand book trade market. Brand communication plays an increasingly important role during the development of Kongfuzi online bookstore, which is valuable for understanding users’ requirements and making marketing planning. Brand personality is used for describing brand’s characteristics. Similar to personality of one person, brand personality has become one important factor which is attractive for many consumers. The brand personality of Kongfuzi online bookstore affects the development of its marketing, which makes this enterprise become the largest second-hand book trade platform in the world. Its brand personality lays the foundation of brand communication. The brand communication of Kongfuzi online bookstore has its own characteristics and paths, such as, the little scale, interaction and acceptability; the attraction between buyers and sellers；the superposition of buyers and sellers .The features of paths include the center position of interpersonal communication and the cooperation with other websites, ect. The internet can be interpreted as SoLoMo (Social, Local, Mobile). The official virtual community of Kongfuzi online bookstore, Weixin and the big data are three important component which give huge influence of brand communication. The official virtual community is useful for constructing and maintaining the public praise of its brand, which increases the emotion between consumer and the enterprise. As a new SNS application, weixin have the real-time, precise and embedded characteristics, which has gave a series of changes to the way of the brand communication. With the data becoming bigger and bigger, the era of big data is coming. In the big data environment a series of changes have happened in brand communication. For one thing, Kongfuzi online bookstore ought to grasp more and more new skills; for another thing, the big data provide many opportunities for brand communication. Keywords brand Communication brand personality old books big data目 录 III目 录 绪 论·····································································································································1 第 1 章 网络书店品牌传播概述 ·························································································8 1.1 简析品牌传播··············································································································8 1.1.1 品牌·······················································································································8 1.1.2 品牌传播···············································································································8 1.1.3 互联网环境下品牌传播的新特点········································································9 1.2 网络书店的品牌传播································································································10 1.2.1 网络品牌传播·····································································································11 1.2.2 书店品牌传播·························。