Analysis on Traditional Bookstore's Marketing Strategies Based on Wechat's Application

The advantages of wechat marketing have been widely recognized, a lot of traditional bookstores have used wechat in marketing. In the process of using wechat marketing, some problems appear. Such as the functions of wechat are used insuffi ciently, the shortterm benefi ts can't match the longterm goals, the fundamental purpose of marketing can always be ignored, and the wechat is often focused, while other media be ignored. In order to solve these problems, a few suggestions are proposed based on the "4Cs" marketing theory.