| With the rapid development of network technology,today’s media forms are beginning to converge,and the media platforms for the audience to obtain information are gradually becoming diversified.Therefore,excessive information and fragmented reading has led to the scarcity of readers’ attention.In order to adapt to the characteristics of the consumer market in the Internet era in which consumers are shifting from offline to online,various media industries are scrambling to grab the attention of the audience economy,and the competition in the book market has become increasingly fierce.The original marketing model of single book brand has gradually become no longer applicable in the era of media convergence.The development of the Internet has promoted the digital transformation of the publishing industry,which has formed a parallel situation of multiple forms of publications.At the same time,the industry has also spawned many new book brands.The diversity of brand types in the book market makes it urgent for book brands to break the industry barriers and seek the way to "break the circle".How to break the industry boundary and brand barrier,and let the book brand present more possibilities? Cross-border marketing plays an important role.In the era of media convergence,the cross-border marketing model has been gradually applied to various industries.The two partners have fully integrated the brand’s own value and presented it in an unprecedented form to earn the audience’s "eyeball economy".Based on the cultural attributes of the book brand itself,the cross-border marketing of the book brand has attracted more and more attention from various industries.It can be predicted that under the premise of a better future online marketing environment,book brands and cross-border marketing attempts in various industries are highly feasible.Especially because media convergence accelerates the speed of information dissemination and enriches the forms of cross-border marketing,book brands can choose cross-border objects and display forms according to their own needs and characteristics.At present,the main cross-border marketing forms include product cross-border,channel cross-border,scene cross-border,IP cross-border and other types.The development trend of cross-border marketing is also very good.The audience is willing to pay more "attention" to products with a sense of contrast and added value.Therefore,it forces all industries to accelerate the pace of cross-border marketing,create more novel cross-border games,and attract more audiences through the creative integration of both brands.At the same time,book brand cross-border marketing can enable both sides of the brand to share resources,integrate each other’s marketing resources,give full play to the circle effect to expand audience groups,spread brand value,fully stimulate consumers’ desire to buy,and realize the transformation of more potential readers.However,although the cross-border marketing model of book brands can bring a huge flow of book sales,there are many problems,such as serious homogenization,the opposite value of cooperative brands,the vague positioning of cross-border co-branding cooperation,the unclear division of cross-border marketing,and the poor quality of cross-border cooperation.In view of the above problems,this paper analyzes the existing problems and proposes that we should break the traditional inherent thinking and actively explore the "publishing+" model by combining the case of cross-border marketing of book brands.Secondly,we should clearly define the cross-border positioning of the brand and avoid blindly following the trend.At the same time,we should base on user experience,open up online and offline channels,and build a cross-border marketing mode that can realize and spread brand value. |
