Book Short Video Marketing Research

In recent years,the rapid development of the Internet,mobile terminals and new media technologies has gradually diversified the ways and platforms for the public to obtain information,understand the world and share their lives.Weibo and We Chat and are now popular short video platforms are constantly refreshing People's Daily life,and users are also eager to devote themselves to various apps to meet their needs.Therefore,the traffic dividend brought by the active users attracts a large number of content parties and advertisers to enter the new media industry.Among them,short video,as an emerging media,has presented different advantages from the original media under the influence of the current Internet environment,and has become the "leader" in the new media.Under this development trend,the publishin,house also keeps pace with The Times and integrates into this technological change,and the marketing mode of "publishing house + short video" quietly emerges.By taking advantage of the more fragmented time,publishing institutions will carry rich information in short videos and deliver it to a wide range of people through a rift mode of dissemination,so as to realize the offline realization of online traffic.This paper takes the marketing of book short video as the research object and comprehensively analyzes the marketing of book short video by using the literature research method.At the same time,data analysis is used to support the argument.Then use the comparative research method to compare the book short video marketing with the traditional marketing and other new media marketing,summed up its advantages.This paper introduces the special advantages of the book short video marketing in terms of its environment,development and types.Finally,according to the above explanation,personalized,interesting,interactive and profitable strategies are proposed by rational use of 4I theory to solve the problems of uneven quality,ambiguous marketing positioning of publishing houses and low user engagement in short video marketing.The research results of this paper can provide references for the transformation of publishing houses in line with the development of The Times,expand the cultural influence and increase the economic benefits.