Research On Optimization Of Network Broadcast Marketing Of XC Publishing House

With the popularity of mobile network and smart phones,people's shopping habits are gradually changing,and online sales continue to develop.With the continuous development of online sales,the scale of book retail market in China has been growing in recent years.In 2019,the volume of book sales reached 102.27 billion,with a year-on-year growth of 14.4%,among which the volume of online book retail reached 71.51 billion,with a year-on-year growth of 24.9%.As of June 2020,the number of net names in China has increased to 904 million.With such a huge increase,the number of network broadcast users has reached a historical high of 562 million.Among the huge number of online live broadcast users,the number of e-commerce live broadcast users reached 309 million,an increase of 163 million from the end of2018.It can be seen from the data that nearly 30% of all netizens are e-commerce live broadcast users.With the rapid development of network live broadcast,book editors and authors have also entered the broadcast room to promote and sell books and interact with readers through real-time live broadcast.Affected by the epidemic,the total retail sales of physical bookstores decreased by 54.79% from January to March in 2020.First-and second-tier cities and larger book markets have been particularly affected.XC Press' s network live broadcast will officially start at the beginning of2020,but there are still many problems in marketing planning.There are relatively few researches on online live broadcast marketing at home and abroad,and the researches on live broadcast of book publishing enterprises are even less.In the application of live broadcast marketing in the book industry,live broadcast marketing models in other industries are more often copied and imitated.However,as a kind of cultural product,the unique cultural value of books makes them different from general commodities.It is not feasible to blindly copy the live broadcast mode of other categories.The publishing industry needs to have a live broadcast marketing model in line with its characteristics,which should be able to meet the cultural characteristics of its products.However,at present,there are few positive researches and discussions on webcast marketing in the publishing industry at home and abroad.This paper aims to analyze the current situation of live broadcast marketing of XC Publishing Company,find out the existing problems,and find solutions to the problems of live broadcast in the publishing industry,so as to optimize the live broadcast marketing strategy.According to the reference of relevant materials,the concept and particularity of network live broadcast and book network live broadcast are understood and grasped.On this basis,based on the analysis of the book industry market and the status quo of the book industry live broadcast marketing,the problems in the current book industry live broadcast marketing are discussed in multiple dimensions.Finally,through data sorting and analysis,this paper sorted out the current situation of XC Publishing House's book network live broadcast and analyzed the existing problems in the marketing process.Finally,the author puts forward some feasible suggestions on the problems existing in the network broadcast marketing of books of XC Publishing House.According to the research and investigation,XC Publishing House is faced with several major problems,such as the lack of professional anchors,the lack of innovation and pertinence in the content of live broadcast,the lack of good audience experience,the single way to attract users and the lack of user stickiness.According to the existing problems and 4R marketing theory,the countermeasures were analyzed.The optimization methods of e-commerce live broadcast marketing channels in the book publishing industry obtained in this study are not only a further reflection on the theory,but also a practical guide for XC Publishing House to enhance its brand influence and increase sales efficiency through e-commerce live broadcast.At the same time,it also has a certain reference value to other publishing enterprises and has important practical significance.