A Study On Webcast Marketing Of Publishing House In China

In 2016,as "the first year of webcast",it has become a popular fashion for people to participate in webcast interaction.At the same time,the popularity of webcast has gradually been involved in publishing industry,which has exerted a great influence on the brand publicity of publishing houses and the development of marketing channels.How to combine the webcast technology with the existing book marketing mode,to create profit for the publishing house is the focus of this paper.This article through to our country the usage of webcast publishing house for research and analysis,summed up the bottleneck and problem in the process of its development,puts forward solutions,help publishing house for better book marketing.The author through the literature research method summarized with webcast marketing related concepts and adapt to the related theory,through the marketing,webcast,webcast marketing and publishing house webcast marketing to the understanding of the related concepts,to deepen understanding of the concept.Secondly,the author draws on the theory of direct and complex marketing,user experience theory,and combines the webcast marketing mode of the publishing house to find out the reasons and basis of the theoretical analysis.In the process of analyzing the present situation of publishing house webcast marketing in China,the author first research method through the network to the more than five hundred publishers in China webcast marketing survey,understand the present status of the publishing house of webcast marketing in China.Secondly,author through the design and distribution of questionnaires,we can understand the readers' attitudes and Suggestions on the webcast of the publishing house.Through the understanding of the above situation and the analysis of the literature survey,this paper summarizes the existing webcast marketing mode of the publishing house and hopes to find new inspirations and explore new marketing methods.Next,author select representative publishers to carry out typical case analysis and summarize the successful practice and existing problems in the webcast process.Through the analysis of the above situation and mode,the author in the next based on direct marketing theory,summed up the main features about publishing house webcast marketing,and press the are summarized on the basis of webcast marketing related issues.Aiming at the characteristics and advantages,encourage the publishing house to continue to try and develop more webcast marketing methods;In view of the problems and challenges,the author will from based on the webcast platform construction,with the book marketing as the core,to the reader demand as the goal is summarized in three aspects:the relevant development strategy,provide a reference for publishing house webcast marketing proposal.