Research On Short Video Marketing Strategy In Publishing Industry Based On SIPS Model Of Consumer Behavior

With the development of Internet technology and the popularization of personal terminals,as well as the outbreak of the new crown pneumonia epidemic,the short video industry has achieved rapid development and is hot now.Short videos have the characteristics of low entry barriers and short content,which can accommodate a large number of users and have great marketing potential.The publishing industry uses short videos to enhance short video marketing capabilities,attract users and traffic,achieve user retention,and improve communication effects.This article takes the publishing industry as the main body and uses the SIPS user behavior model to explore short video marketing strategies.The SIPS model includes four stages: resonance,confirmation,participation,and sharing and diffusion.According to these four stages,this article summarizes the marketing strategies adopted by the publishing industry through the collection of literature and the understanding of the production and marketing of short videos.According to the SIPS user behavior model,the publishing industry ' s short video marketing strategy is mainly divided into four aspects: attracting users ' attention and arousing emotional resonance;locking user groups and increasing user trust;promoting user participation through effective communication activities;improving user sharing The breadth of willingness and diffusion.In these four parts,combining the classic cases of short videos,discusses the specific measures of the publishing industry in the production,marketing and adjustment of short videos.The article is divided into five parts: the first part is the introduction,the content is mainly research background,research significance,literature review and research methods.The second part is the introduction of related concepts.On the one hand,it is the basic concept of short-time frequency,introduction to short video and short video marketing;on the other hand,it is the short video of the publishing industry,the basic concepts and characteristics of short video in the publishing industry,and the characteristics of users in the publishing industry.Giving a summary.The third part is the short video marketing strategy of the publishing industry based on the SIPS model.This is the main content of the article.It analyzes the marketing strategy of the publishing industry from four parts: resonance,confirmation,participation,sharing and diffusion.The fourth part is about the distribution and statistics of the questionnaire.The fifth part is about the problems and limitations that may be encountered in the short video marketing strategy of the publishing industry of the SIPS model,and discusses the optimization measures that can be adopted when the problems and limitations are encountered in future implementation.The last part is a summary of the full text.After summarizing the research ideas and results of this article,I reflect on the research deficiencies,and propose possible research directions and prospects in the future.I hope this article uses the SIPS user behavior model to summarize the marketing strategies of the publishing industry,enrich the application fields of the SIPS model,and at the same time reflect on the problems faced by marketing strategies,propose optimization strategies,and help the publishing industry achieve better marketing effects.