Abstract: To make full use of the advantages of mobile Internet and the technology of point to point in Wechat platform, and put the corresponding products directly to the vast number of consumers, has become one of the most popular marketing mode. Wechat platform with its characteristics of high efficiency and convenience, strong interaction and low cost, has a strong push function to the book marketing. However, there are many problems in the practice, such as the slow effect, the rigid marketing way, the neglect of the brand image construction and so on, which make the wechat marketing have a lot of limitations. In this regard, it should take some measures, such as increasing wechat marketing investment, creating new wechat marketing model, putting the wechat marketing into enterprise's brand strategy, so as to fully realize the role of wechat in the book marketing.

Key words: book marketing