Marketing Path Research Of Publishing Industry Webcast Based On Platform Characteristics

Every media revolution will trigger a new round of marketing revolution.As a new media communication mode,webcast has rapidly captured a large number of audiences by virtues of its comprehensive and rich audio-visual experience and real-time zero-distance interactive experience.With the rapid development of webcast,its economic value and marketing value have become increasingly prominent,and many industries have tried webcast marketing.The publishing industry also closely follows the trend of media changes,introduces the webcast to innovate the marketing methods of books and brands,and forms the marketing path of publishing industry webcast centered on webcast.The complete path of webcast marketing in publishing industry includes planning,publicity and warm-up before webcast,implementation of webcast activities,opening of webcast and realization channels,and secondary marketing after webcast.Throughout the marketing path of publishing industry webcast,it is a non-linear,two-way interactive marketing model based on the SICAS consumer behavior model.In addition,the research found that publishing industry combines its own webcast marketing needs,to take the initiative to expand SICAS model in the stages of"Sense",and "Share",formed fi ve phases of SICAS model with publishing characteristics.The five phases are "advance publicity,audience matching","interest fit,stimulating communication","information Interaction,connecting audiences ","form demand,marketing realization","experience sharing,secondary marketing".Webcast platforms are the main channel of webcast marketing in publishing industry,and the key to connect publishing enterprises and consumers to realize webcast marketing.The relevant characteristics of webcast platforms have a direct impact on the webcast marketing of the publishing industry.Through research and analysis,four characteristic factors of the platform are extracted from the factors that need to be considered in the marketing planning of the publishing industry webcast and the influence factors of platform on webcast marketing of publishing industry.The influence of the four platform characteristics factors on the webcast marketing of the publishing industry is different.Among them,the cultural attributes of webcast platform determine the scope of marketing audience to a certain extent.The vertical feature of the webcast platform is related to the segmentation of the marketing audience.The social attributes of webcast platform have a greater impact on the transformation of marketing audience.The consumption characteristics of users of webcast platform relate to the way of realizing marketing and consumption rate.There are many webcast platforms.Different webcast platforms not only have different platform characteristics,but also have different suitable marketing content and marketing methods.Different types of webcast platforms,different contents and different methods of webcast constitute different modes of webcast marketing in publishing industry.The marketing mode is the core of the marketing path of the publishing industry webcast.All the time,publishing enterprises have been practicing on different webcast platforms to explore the appropriate mode of webcast marketing.According to the different types of platforms,at present,publishing enterprises have mainly explored various marketing modes,such as the use of comprehensive webcast platform,the use of vertical webcast platform,the use of news platform,the use of e-commerce platform,the use of social platform,the use of video platform,and other marketing models.The platform characteristics of various webcast platforms have different effects and utility on publishing industry webcast.Every webcast mode has its advantages and disadvantages in terms of platform characteristics related factors and the types of webcast of publishing enterprisesInfluenced by the market environment of webcast industry and the inadequate practice of webcast marketing of publishing enterprises,there are still some problems in the path construction of webcast marketing in publishing industry,such as the great changes in the webcast industry,the decentralization of webcast platforms selection,inadequate planning of webcast activities,the disadvantage of publishing enterprises in the cooperation with the webcast platforms,the lack of specialized webcast marketing talents,the difficulty of secondary marketing and other issues.According to the questionnaire survey,at present,the publishing industry webcast marketing is not well known among readers,but readers generally hold a positive attitude towards the publishing industry webcast.Moreover,the content and platforms of webcast are the key factors that influence the reader experience.In order to promote the publishing industry webcast in the readers and improve the audience's experience of webcast,at the same time to strengthen the construction of marketing path of publishing industry webcast,publishing enterprises need to improve the planning and execution of publishing webcast,optimize the layout of webcast platforms and other marketing platforms,recruit and cultivate webcast marketing talents,establish the data system of webcast audience,and pay attention to the follow-up utilization of webcast etc.to make improvements,so as to improve the planning and execution ability of marketing path and enhance the accuracy and breadth of the marketing of publishing industry.