| Affected by the impact and influence of 5G technology,the challenges facing the publishing industry using paper media as a carrier have been further upgraded.The traditional book marketing model has revealed the disadvantages of high cost and low efficiency.With the advantages of low cost,high efficiency,wide spread and high traffic realization rate,live broadcast marketing has developed rapidly in recent years.In view of the development dividends of live marketing,major publishing houses try to combine books and live broadcasting for marketing test.According to the different degrees of market development,the market can be divided into four stages including the market initiation stage,market training stage,market growth stage and market maturity stage.Based on the analysis of the completed book live broadcast cases,it can be seen that during the development of book live broadcast marketing,publishing houses need to focus on different aspects according to the constituent elements covered by the marketing mechanism and the characteristics of different development stages of the market.In the stage of market launch,giving full play to the advantages of publishing houses is the core.For example,Shandong Education Press' s first live broadcast of book marketing has fully exerted its own advantages in content resources,author resources,and publishing talent resources.The first live broadcast has achieved more than expected results.In the market training stage,it is the key to choose a live broadcast platform that complies with the publishing house's own development.During the live broadcast marketing process of Rujiu Cultural City,it not only relied on the fan-sharing live broadcast platform,but also created a self-built platform "eight reading." In the stage of market growth,thecombination of multiple channels is the guarantee for the development of live book marketing.For example,Dandelion Children's Library integrates online and offline channels to provide an immersive interactive live broadcast service experience for live broadcast audiences,with live broadcast views reaching 12,400 and interactions reaching 102,800.In the mature stage of the market,it is the main purpose of this stage to review and integrate information.Sanming Books uses Gecko to look at the real-time data of the book live broadcast for analysis and statistics,and promotes the planning of the subsequent book live broadcast topic selection based on the fan viewing data.Under the general environment of the development of book live marketing,the book live broadcast also faces the challenges of uneven professional qualities of the creative staff,the choice of the platform for book live broadcasts is varied,and the policy provisions of the book live broadcast need to be improved.Based on the PEST analysis of the development of book live marketing and the interpretation of book live marketing classics,we make recommendations on the challenges we face today:training live marketing talents,optimizing the construction of book live broadcasting platforms and improving the legal regulations of book live broadcasting. |
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