Research On Publication Promotion And Operation Mode Based On Mobile Short Video

In the past ten years,our country's Internet has developed rapidly,from the PC Internet era to the mobile Internet era.In this era where everything can be mobile Internet,many new business formats based on mobile Internet have been born.Mobile short video is the most emerging in recent years.Representative new things,and with their high spread and high social attributes,have developed rapidly,and have become a new trend in the Internet today.The emergence of mobile short video is also restructuring and reforming the industry's traditional marketing,promotion and operation models,which has a greater impact on the publishing industry.Compared with other industries such as the Internet,finance,and manufacturing,the publishing industry is inherently less competitive,and its traditional book marketing is also declining.How to make better use of the "outlet" of mobile short video,with the help of short video and new media Strength,the promotion and operation upgrade of the traditional publishing industry,and a new operation model suitable for the mobile Internet era,has become the main issue of the current publishing industry's upgrading and transformation.The author understands many pain points of short video operation of publications,and carries on the innovation of promotion strategy and operation mode on this basis.This paper takes the operation of short video of publications as the research object,according to the logic of "raising problems,analyzing problems and solving problems",and comprehensively uses the methods of literature research,case analysis,interdisciplinary research,experience summary and so on.Firstly,it puts forward the operation status and problems of short video of publications,Then,according to the problems raised,the paper analyzes the data of publication short video communication,summarizes the communication characteristics of publication short video through data analysis,and makes case analysis on three different types of publication short video accounts,and summarizes the operation status of publication short video through case analysis,With the help of Lasswell's "5W" communication mode,this paper analyzes the communication mode of publication short video.Combined with data analysis and case analysis,with the help of "4C theory" and "4I theory" of network integrated marketing,the corresponding promotion strategies are put forward.Finally,from the perspective of stakeholders of publication short video,such as platform,creator,user and so on,from account operation,content operation,user operation The innovative operation mode of publication short video is put forward from five aspects of activity operation and product operation.The research results of this paper can provide a reference for publishing enterprises,individual creators,MCN institutions to operate short video publications,and promote the transformation and upgrading of the publishing industry in the new media operation.