A Study On Publishers’ Live Streaming Strategy Based On The "New 4c Rule"

As a new channel for online sales,live streaming has been incorporated by more and more companies into their own marketing systems,with various industries stepping into the field of live streaming with goods.When live streaming was just emerging,many publishers made many explorations,and after the epidemic,publishers were flocking to the site.At present,the major publishers in the book live marketing to increase investment,a number of publishers to achieve bright results,but the overall effectiveness of live marketing compared to many industries still exist gaps in the live stream is still in the fumbling stage.This paper takes the live streaming marketing strategy as the research object,takes the "new 4C rule" of online marketing and integrated marketing communication theory as the theoretical basis,takes CITIC Press as the case study focus,firstly analyses the rise of publishers’ live stream marketing,as well as the necessity and characteristics of publishers’ live stream marketing,points out that publishers’ live stream marketing activities can help broaden sales channels,expand brand awareness and reclaim the industry’s voice.Then,from the new 4C rule,the problems of publishers’ live stream marketing are discussed,including insufficient time and space matching,poor user experience,poor community management and low conversion rate,poor quality and interactivity of live content,lack of central nodes and insufficient emotional connection.Then CITIC Press,the head publisher of live marketing,was selected as a case study to analyse its series of live marketing initiatives based on the new 4C rule from four aspects,including scene coverage,community penetration,content construction and connection strengthening: firstly,building multiple scene entrances to meet user needs;secondly,operating self-built communities to enhance user stickiness;the third is to create quality content to highlight brand features;the fourth is to build connections to enhance communication effects.Finally,in light of the successful experience of CITIC Press,and in response to the problems that exist in the industry practice described in the previous section,the following suggestions are made to optimise the strategy of live live streaming marketing for publishers: firstly,build rich scenarios to enhance user experience;secondly,use communities to promote live marketing;thirdly,produce quality content to help live marketing;and fourthly,strengthen connections to maximise the benefits of live streaming.The live marketing craze is still sweeping through major publishing houses,and some publishers are reaping the rewards of using live streaming for marketing.As technology continues to develop,live marketing for publishers will also develop further.The combination of classical marketing theory and industry practice provides different theoretical perspectives and practical guidelines for publishers’ live marketing,opening up new ideas for publishers’ live book marketing and providing important directions for further research in related fields.