Research On Book Live Stream Marketing Strategy Optimization Of H Publishing House

Webcasting,a new channel for online sales,has been incorporated into the new marketing approach by an increasing number of enterprises.Many media even shouted the slogan of "no live streaming,no marketing".Various industries have entered the live streaming industry.The publishing industry has made many attempts in live book marketing but has not achieved excellent results.The whole industry is still in the fumbling stage in terms of live webcasting.Additionally,the existing literature does not provide good marketing ideas.This thesis explores the unique advantages of the publishing industry in book live streaming.The author takes H Publishing House as the research object,and explores the paths suitable for publishing houses related the book live broadcast.This thesis study researches on book marketing,live broadcast marketing and publishing house live broadcast marketing and interviews industry experts and staffs,Firstly,figure out the situation and problems publishing house meet,knows the basic industry situation.Then investigate the current situation of H Publishing House’s online live broadcast,and analyze the problems and reasons of H Publishing House’s book live broadcast marketing by means of in-depth interviews and questionnaires.The book live broadcast is relatively novel,The traditional 4P theory,4C theory or4 R theory in the past are no longer applicable as the basic framework for analyzing book marketing activities,and we need new theoretical and practical expansions.After research,the author uses various theories such as the new4 C rules,KOL marketing,content marketing,scene marketing and community marketing,etc.In order to solve the problems of H Publishing House,this thesis explores the book live broadcast strategy framework and guarantee strategy.Based on the data after we study multiple cases and gain from questionnaires,we come up with the specific optimization strategy in the H Publishing House’s book live broadcast strategy framework,there are optimization of the live broadcast team,the live broadcast content strategy,the choice of the live broadcast platform,and the strategy related 4 points,attracting new people,retaining,activating and converting for community marketing.In order to ensure its optimized results,In the fifth chapter we propose the specific implementation guarantee strategy form three points of human strategy,financial strategy and incentive mechanism,so as to guarantee the implementation of H Publishing House’s optimization measures.At last,it is our main research conclusions and suggestions.Although various publishers have entered the live industry,it is not a blessed land that is easy for everyone to enter.Many live streams have not played a leading role,and the expansion of live marketing has been more about expanding the influence of publishing houses so that they are not eliminated from the market.Behind the various live broadcasts,publishing live will play a cultural guiding role to a certain extent,and it has become an important approach for publishing houses to move increasingly fast into the new marketing channel.