Research On Short Video Book Marketing Strategy Frorm Teh Perspective Of Innovation Diffusion Take Douyin Platform As An Example

The level of national consumption in my country is showing a rising trend,and people's consumption habits and cultural needs have also quietly changed.In 2020,the spread of the epidemic has further stimulated online shopping and brought new development opportunities for online sales.In fact,from the analysis of the sales files of the "2020 China Book Retail Market Report",my country's physical bookstore Mayang has been floating around 34 billion yuan in the past ten years.This situation continued from 2011 to 2018.In 2018,my country's physical bookstores Mayang fell below 33 billion yuan for the first time,a year-on-year decrease of 6.67%.The key point is in 2019.In the first half of 2019,the size of my country's physical store retail market has entered a trend of reverse growth.Compared with the same period in 2018,the decline ratio was as high as 4.24%,and the development of traditional book marketing models was weak.On the other hand,China's online bookstore retail market has maintained a growth rate of more than 10% in the past two years.With the continuous expansion of the influence and scope of short video software marketing,many publishers and book companies are trying to use short videos to produce book content and sell books.The China Internet Network Information Center(CNNIC)released the 47 th "Statistical Report on China's Internet Development Status" in Beijing and the results were obtained.By March 2021,the total number of short video users in China will be close,and the increase will be one-eighth of the total number of Internet users in 2020.In terms of total number,China's short video users will increase by nearly 10 billion,effectively accounting for 89% of the total number of Internet users.The official data of Douyin's official account proves that as of March2021,the total number of daily active activities of Douyin exceeds 900 million.In China,the use of short video software has become a relatively common form of entertainment.There is a hugepotential for development.This article combines the theory of "innovation diffusion" with short video book marketing.We combine the laws of the process of knowing,persuading,making decisions,confirming and implementing the innovation diffusion described in Chapter5 of "Innovation Diffusion",analyze the problems in the marketing of short video books,and propose specific solutions.In short,with the continuous upgrading of Internet technology and mobile intelligent terminal technology,it provides hardware support for the transformation and upgrading of graphic marketing interaction.Short video book marketing should make full use of the short video platform's characteristics of simple interaction,sharing,and convenient use,give full play to its advantages,and use the characteristics of social media interpersonal interaction and shared communication on the premise of following the law of innovation and diffusion to promote the growth of book sales.