Research On Publishing House Web Live Marketing From The Perspective Of "New 4C Law"

In the era of mobile Internet,the development of 5G technology and the popularization of mobile electronic devices have allowed the rapid development of webcasting,and the upsurge of all people participating in the live broadcast is coming.Webcast has the characteristics of real-time,low price,open interaction,massive content,and low threshold for live broadcast.It attracts more users to participate in the production and interaction of live broadcast through entertainment,and it also attracts the attention and participation of the publishing industry.Under the social background of advocating reading for all,publishing houses use the Internet as a new medium to carry out live broadcast marketing,which meets the current live broadcast boom and audience needs,and also helps to give play to the advantages of the publishing house's profound and valuable content resources.It effectively realizes the cross-media interaction between the book and the Internet.The publishing industry webcast marketing brings new development space to its industrial transformation and upgrading,brings professional and culturally strong live broadcast content to the live broadcast ecology,and enriches the live broadcast landscape.Specifically,publishing live broadcast is beneficial to narrow the distance with readers,use its own resource advantages to expand the publishing development model,enhance the companion function of books,and contribute to the construction of a scholarly society.From the perspective of development status,publishing house web live broadcast marketing presents the characteristics of geographical distribution with more and less west,social science and professional publishing types that complement each other,and multiple live broadcast platforms jointly assisting the development of publishing live broadcast.Three stages of initial development and vigorous development.From a theoretical perspective,the theoretical connotation of the "new 4C rule" has a strong compatibility with the publishing and live broadcast phenomenon.It specifically expresses the four dimensions of scene,community,content and connection.Scene technology breaks the boundary of live broadcast time and space,and scene interaction realizes the main body.Social;the publishing live broadcast community gathers fan groups to provide achievable paths for product monetization and brand communication;content production and dissemination of both parties enriches the live broadcast scene,and provides a value foundation for content monetization;uses connection nodes to expand the scope of publishing live broadcast radiation,weak relationship Transmit information and promote behavior through strong relationships,so as to establish a connection and deepen understanding between theoretical dimensions and social practice.Publishing house webcast marketing has not yet formed a mature development model.In the actual marketing process,there are still problems such as weak scene creation,lack of community construction,single content production,and neglect of connection nodes.In terms of scenes,publishing houses should pay attention to the application of technology and the extension of live broadcast scenes,so as to provide users with convenient access to the live broadcast community;in terms of community,pay attention to the establishment of common values and the decentralization of the community to create a collective memory for readers to build consensus;content;On the one hand,adhere to the principle of content supremacy,produce live broadcast products with communication power,and create a public cultural space that is close to the people;on the connection,use KOL to connect the live broadcast and fans,build an all-media platform publishing marketing matrix,and expand the industry model.