Research On Book Short Video Marketing Strategy Of Publishing House

Since the third industrial revolution,the rapid development of social productive forces,science and technology level unceasing enhancement,great changes have taken place in people’s living conditions.Our country residents’ consumption level has been significantly improved,people’s consumption concept and cultural needs are changing.The change of information technology has changed the way the transmission of information and readers’ reading habits,the traditional paper-based reading to digital reading development,fragmentation reading become people’s main reading way,traditional way of publishing has been unable to meet the needs of readers.The development of the Internet makes the public information platform,understanding the way the world gradually diversification,"Internet +" business model,for various industries use weibo,We Chat and various video platform also have sprung up.In the development of video platform,the short video length,the transmission speed,strong drainage effect and advantage to make it stand out in many video applications.In 2020,the new crown pneumonia epidemic outbreaks while slowed the growth of the economy in our country,but also to a certain extent,to stimulate the online consumption,for short live video and network marketing brings new opportunities for development.Short video as a new medium,at length,simple production,low cost advantages.According to the information display of mobile application store,trill downloads is 7.8 billion,ranking first in the video application.Predominantly trill short video platform with its spread and traffic advantages attract different enterprises as a marketing platform.Publishing enterprises to their own resources advantage extends to the field of new media,attempt to through the new media platform propaganda book products quickly,in order to meet the needs of users diversification,personalization,the realization of digital transformation of traditional publishing.With the spread and application of the short video,publishing companies in trill,short video as a means of book marketing.The emergence of new media and development,changed the way people’s reading habits and reading,e-book favored by readers,digital reading has gradually become the mainstream of contemporary social reading form.Compared with the traditional way of book marketing,although a short video can quickly attract traffic,improve product visibility,but there are also many problems,such as the serious homogeneity phenomenon,not a clear account style,lack of interaction with fans,etc.Only in a timely manner to solve the problems existing in the short video,to promote the development of publishing house of books short video.Short video as the research object,based on the press books to trill as the main platform for the study,by applying the method of literature analysis,case analysis,in-depth interviews to press book short video marketing research.First of all,carding the development course of short video marketing,from the books of short video marketing development,characteristics and main body three aspects,summarizes the book of short video marketing development situation.Second,according to the research and data analysis of press trill account operation,summarizes the press book short video content type,presented the types of books and short video.Again,for all enterprises in trill platform press books short video marketing strategy are analyzed.On this basis,by the people’s literature publishing house and zhong as a case study,on the two press interviews.Analysis,according to the results of the interview from the trill account book short video topic labels,a book of short video content type,book of short video presentation styles,book the characteristics of the short video of the brand in a short video marketing,books,short video book sales situation,the advantages and disadvantages in the short video account style summarize eight aspects.Find out the two press book short video marketing problems.Finally,according to these problems for press books short video marketing optimization strategy is put forward,in order to promote the development of the publishing industry.