Study On The Scene Construction Of Book Sales Live Broadcast On Douyin Platform

The book industry,which relies on brick-and-mortar sales,has been hit hard by the coronavirus outbreak,which has restricted people’s movement.In this case,with strong interaction,low cost and high efficiency to attract the book industry began to enter the broadcast room,explore online sales channels.So far,the book sales industry has developed a unique livestreaming sales model in a number of short video and sales platforms such as Douyin,Kuaishou,Taobao and Jingdong.In the Douyin platform with a large number of users,the live broadcast of books has presented different scene types and produced different live broadcast effects.In this paper,Douyin platform,which has a large number of users and a large daily activity,is selected as the data observation platform,and the content data in the broadcast room is collected for research.In the research process,the author observed the live content,way and interactive content of different types of live broadcast rooms,and analyzed the scene types and construction models of book sales live broadcast rooms.In terms of content,this paper analyzes the current situation of scene construction in the library broadcast room from the aspects of necessity and value consideration,construction elements,construction types,construction values.According to the research,in Douyin platform,there are various types of scene construction in the book broadcast rooms that rely on audio and video live broadcasting technology.Different scenes in the book broadcast rooms have a certain amount of fans,which can form a more effective sales style.However,there are still some problems in scene construction such as insufficient scene extension,single scene layout,poor scene adaptation and live broadcasting technology.Therefore,the author puts forward some optimization suggestions on the content,form,scene adaptation and improvement of live broadcasting technology,hoping to provide certain references for publishing institutions and book anchors to carry out live broadcasting activities.