大众阅读需求与精品价值实现：微信读书“精品阅读”的品牌塑造路径研究

Mass Reader Demand and Premium Value Creation: The Brand Building Path of WeRead’s “Premium Reading”

摘要: 本研究聚焦微信读书作为典型数字阅读平台，探讨其如何在满足“大众阅读需求”的同时，成功塑造并推广“精品阅读”品牌。文章从媒介经营视角切入，系统分析微信读书在内容甄选、用户引导、社群构建以及市场传播等方面的策略。旨在揭示其如何通过精细化运营实现“精品阅读”的价值传递与商业变现，并评估其在提升用户阅读品味、构建健康数字阅读生态方面的社会意义。本研究旨在为数字内容平台的品牌建设与可持续发展提供理论与实践启示。

Abstract: This study focuses on WeRead (Weixin Reading) as a representative digital reading platform, examining how it successfully shapes and promotes a “premium reading” brand while catering to popular preferences. Adopting a media management perspective, the article systematically analyzes WeRead’s strategies in content curation, user guidance, community building, and market communication. It aims to reveal how the platform achieves the transmission of “premium reading” value propositions and commercial viability through meticulous operations, and to assess its social significance in elevating user reading tastes and fostering a healthy digital reading ecosystem. This study seeks to provide theoretical and practical insights for the brand building and sustainable development of digital content platforms.