A Study On Short Video Marketing Of Publishing House

In recent years,short video has entered the public view with an irresistible trend.More and more netizens use short video to record daily and express their views.At the same time,the huge user group and the increasingly perfect business model of short video platform also make it a necessity for industries to embrace the digital transformation.Since 2018,publishing houses have gradually settled on the short video platform,such as Tiktok and Kwai,and has carried out brand promoting and book marketing activities.After about three years,publishing houses have made some achievements,but there are also some problems in their short video marketing practice.Based on statistical data,and through literature research and case study,this paper analyzes the existing problems of publishing houses’ short video marketing,and puts forward corresponding optimization strategies.Firstly,the introduction introduces the background and significance of this study,defines the concepts of short video and short video marketing,combs the research status of short video marketing field,and summarizes the lack of the current research.In the second part,this paper introduces the general condition of publishing houses’ short video marketing.Firstly,based on the investigation of five platforms,short video account of publishing houses are introduced in the terms of starting time,fans,videos,sales channels,paid content,etc.Secondly,with a large number of cases,this paper introduces the main types of publishing houses’ short videos.In the third part,taking SICAS model as the analysis framework,based on statistical data and a large number of cases,this study discovers the following five problems in short video marketing of publishing houses: in the brand perception stage,the brand symbol of publishing houses’ short video account is fuzzy,the proliferation network of short video has not been formed,and users’ perception of publishing house is weak;in the content marketing stage,the production process of short video is not standardized,and their theme are ambiguous;In the connection and communication stage,the two-way communication channel is blocked,and the users’ interaction experience is poor;in the stage of purchase,the sales channel is blocked,and the profit mode of publishing house is single;in the stage of spread,the users’ feedback for short videos and books are ignored,and the publishing houses’ awareness of word-of-mouth is weak.The short video marketing of publishing houses is in its infancy,therefore,this study selects five publishing houses to conduct case study,summarize their marketing experience and lessons,and provide a reference for other publishing houses.Finally,in response to the current problems in the short video marketing of publishing houses,this paper puts forward some suggestions.Firstly,publishing houses should highlight the brand symbol of their short video account to strengthen users’ perception,and build a more complete communication network to reach more users.Secondly,standardize the production process to optimize the video presentation,and output specialized video with their own featured resources.Thirdly,improve communication channels to optimize users’ interaction experience,and build participation channels to increase readers’ sense of identity.Fourthly,smooth sales channels and strengthen the purchase guidance for users,then take advantage of short video platform to explore multiple profit models such as pay for knowledge.Finally,promote word-of-mouth communication through fan management,and reduce the impact of negative comments with good after-sales service.