独立书店已经成为城市文化的重要载体,但近年来其生存发展受到严重挑战,本文阐述了独立书店的内涵与价值,分析了其与内外部环境的变化依存,提出了独立书店微信营销传播的意义与建议。独立书店读者与微信用户的契合度高,微信营销传播必然会成为独立书店生产、发展的重要利器。 Independent bookstore has become an important carrier of urban culture, but its existence and development have been seriously challenged in recent years. This paper expounds the connotation and value of independent bookstore, analyzes its dependence on internal and external environment, and puts forward the significance of independent bookstore’s WeChat marketing communication With advice. Independent bookstore readers and WeChat users a high degree of integration, WeChat marketing communication is bound to become an independent bookstore production, an important tool for development.