Research On The Marketing Issues And Strategy Of Publishing Enterprises Live Webcast

Live Webcast is a production of web3.0.If it is seen as a rising entertainment industry or cash-out tool,thus people only know its function in live show,digital game culture and competition;If it is seen as a new media model,an update of numerous media methods shaping like a matrix,hence it would bring much more practical significance in market value and level height.In market selling,under features of greater extension,higher proficiency and industry cowork crux,as well as lower digital virus,webcast attracts both individuals and enterprises to find a new marketing orientation.Besides,numerous groups benefit from webcast gains great attention from Press,many a publishing company,bookstore as well as magazines extend their market system into webcast industry.Live Webcast is a major hotspot of the Internet in the past two years.The current domestic research on webcast marketing,is more based on the research of the live broadcast platform itself,and there is a lack of research on the live webcast marketing activities of publishing companies in the "live webcast+".In the field of web marketing for publishing companies,this article proposes the 4R marketing theory to guide live webcast marketing activities for the first time,and discusses the current situation,problems,and countermeasures.The research perspective is relatively novel.The thesis is based on an analysis of current Chinese live webcast market in a reverse thought,Within the real data and cases of the webcast,current issues are found out in the domestic publishing live webcast,which are both analyzed and summarized.Then,the corresponding solutions are put forward under the guidance of the 4R marketing theory.