| Since the outbreak of the COVID-19 epidemic,the book industry has been severely impacted,which makes the publishing organizations with large stocks face a greater crisis.On the contrary,the limitation of space has contributed to the rapid development of webcasting.With its strong interaction,low cost and high efficiency,webcasting has brought new opportunities to book marketing.Due to the poor effect of self-built live broadcast by publishing organizations,online celebrity anchor has become a hot spot in book live broadcast marketing.Fan Deng,the founder of SPIRITUAL WEALTH CLUB,has set up book live broadcasts in Kwai,Tik Tok and Wechat Video successively since June 2020,relying on massive book reading,years of experience in explaining books and cooperation with publishing organizations.His deep fan base,high traffic-driven ability and cultural storytelling characteristics make him stand out from the crowd among many anchor books.In this paper,through sorting out the relevant data of Fan Deng's live broadcast in Tik Tok,using research methods such as literature review and interviews with people,the development status of China's book live broadcast marketing is discussed,and its live broadcast activities are analyzed from four angles: anchor,users,books and marketing strategies.The anchor analysis part focuses on the general situation of live broadcast,the attributes of anchor and the research of live broadcast operation system.The "user analysis" part depicts the portrait of the users of Fan Deng live broadcast,and places the users of Fan Deng live broadcast in the reading community of SPIRITUAL WEALTH CLUB to explore the linkage effect between the users of live broadcast and community fans.The part of "Strategy Strategy" sums up three levels of Fan Deng's book live marketing strategy from content strategy,brand strategy and communication strategy.Finally,it puts forward the dilemma and optimization suggestions of Fan Deng's book live broadcast marketing,and provides reference for publishing organizations and book anchors to carry out live broadcast activities. |
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