目 录目 录...................................................................................................................................I摘 要.................................................................................................................................IIIABSTRACT.....................................................................................................................IV前 言....................................................................................................................................1第 1 章 绪论.......................................................................................................................21.1 研究的目的与意义...............................................................................................2第 2 章 自媒体时代品牌传播的必要性...........................................................................32.1 品牌传播的定义...................................................................................................32.2 品牌传播的必要性...............................................................................................3第 3 章 我国实体书店的发展困境...................................................................................53.1 关于西西弗书店...................................................................................................53.1.1 西西弗书店的发展历程............................................................................53.1.2 经营特色....................................................................................................63.2 实体书店的困境及原因.......................................................................................73.2.1 传统实体书店的自身更替........................................................................73.2.2 “竞争对手”的批量涌现........................................................................73.2.3 自媒体时代下消费者行为方式的转变.......................................
