Study On Marketing Path Of Live Broadcast Scene In Book Publishing Industry

With the advent of the era of national network live broadcasting,people's living habits are gradually changing,including the book publishing industry.With the development of live broadcasting in book publishing industry,live broadcasting and scene marketing have gradually become new research hotspots.The combination of the two also creates more marketing results for brand communication.In this context,the publishing house is constantly exploring how to meet the upgrading of people's consumption and the refinement and deepening of different live broadcast needs,striving to reach the public by means of scenario communication,and push the product information and service information to the audience in need.Today,opportunities and challenges coexist.Publishers must face up to the current situation,pay attention to the needs of society and readers,and embark on the road of reform and transformation with the blessing of Internet technology.In this paper,scene marketing as a research perspective,according to the different development stages of the scene marketing of book publishing industry,from the stage,platform,form and content four aspects to further explore the characteristics of live broadcast of book publishing industry.In addition,this paper also puts forward more systematic innovative research and guidance for the development of live broadcasting in traditional publishing industry from the aspects of content and technology.