Research On Book Marketing Strategy Of Short Video Platform

With the progress of Internet technology and the popularity of mobile intelligent terminals,short video platform has become a new position of book marketing.This paper regards the short video platform book marketing strategy as the analysis object,through the case study of the head short video platform--Tik Tok.It analyzes in detail the value of using short video for book marketing,the present situation of book marketing on short video platform and the existing problems of book marketing on short video platform.On this basis,it summarizes the strategies of promotion and optimization.The study found that the transformation of the way consumers buy books and the reshaping of the video ecological pattern make the short video platform become a new position of book marketing.The use of short video for book marketing has made great progress in the form of expression and the mode of communication,and the value in the audience has become increasingly prominent.Through the research,it is found that there are three main modes of book marketing on the short video platform:taking the author as the main body by using personal IP to promote books;taking publishing institutions as the main body by using official accounts to promote books;and increasing book exposure in the form of topic activities.However,at present,the short video marketing mode of books is not mature,because there are some problems,such as uneven video quality,fuzzy marketing positioning of publishing houses,low user participation and so on.On how to better improve the book marketing mode of the short video platform,the author puts forward four suggestions:to stimulate users' "resonance" with emotional marketing,to guide users to confirm" with accurate marketing,to promote users' "participation" with interactive marketing,and to realize users' "sharing" with word-of-mouth marketing.