本科论文樊登读书 O2O 营销模式研究摘 要近年来，随着电子商务的发展、在线支付的不断成熟。O2O（Online To Offline）模式逐渐受到商家与消费者的青睐，移动互联网的发展，使得更多的流量从线下转移到线上，O2O 模式的发展更加迅猛。众多互联网企业和平台快速崛起，知识付费行业也迎来了春天。在知识付费行业中，樊登读书会立足于线上流量，运用逆 O2O 模式，从线上到下线进行转移和发展，构筑起了自己在行业中线上线下相结合的 O2O 商业闭环。完成了樊登读书 APP+线下樊登书店+樊登读书会的商业布局，打造了线上线下有机结合的整体。本文运用 PEST 分析知识付费行业环境、SWOT 分析法分析樊登读书在行业中的优势与劣势以及机会与威胁。以分析樊登读书在此环境下进行的市场选择和产品定位。然后通过分析其线上和线下渠道营销的具体情况，以次研究其在 4P 策略下的具体线上线下结合形式。最后提出樊登读书实施 O2O 营销模式的保障措施。最终得出樊登读书的 O2O 营销模式能够使樊登读书线上线下有机结合，实现差异化竞争优势，达到持续盈利和长远发展的目标，同时为广大互联网企业提供了宝贵的实践经验。关键词：樊登读书；O2O 营销模式；知识付费；营销渠道本科论文AbstractIn recent years, with the development of e-commerce, online payment is becoming more and more mature.O2O (Online To Offline) model is gradually favored by merchants and consumers. With the development of mobile Internet, more traffic is transferred from Offline To Online, and the development of O2O model is more rapid.With the rapid rise of many Internet enterprises and platforms, the industry of knowledge payment has also ushered in the spring.In the industry of knowledge payment, fandeng book club based on online traffic, USES the reverse O2O model to transfer and develop from online to offline, and constructs its own O2O business closed loop combining offline and online in the middle line of the industry.Completed the commercial layout of fandeng reading APP + offline fandeng bookstore + fandeng reading club, and created an overall...
