| After the outbreak of COVID-19,many industries regard webcast as a key marketing section,and the publishing industry is no exception.However,the publishing industry is limited by industry attributes such as low commodity gross profit and small marketing budget.At present,it has not explored a webcast marketing model suitable for its own industry.Based on this situation,this study selects the publishing industry webcast marketing model as the research object,and makes an in-depth exploration with the help of qualitative research methods.In the process of exploration,it focuses on two core contents: first,clarify the elements of the online live broadcasting marketing model of the publishing industry and explore the internal relationship of each element;Secondly,it points out the problems existing in the marketing practice of webcast in the publishing industry,and gives the optimization scheme.In the process of clarifying the constituent elements of the research object and the internal relationship of each element,this study mainly uses the non participatory observation method and in-depth interview method.Firstly,this study makes a comprehensive and objective understanding of the elements of webcast marketing in the publishing industry through the non participatory observation method,deconstructs and reorganizes the webcast marketing containing a large amount of information from the three dimensions of content production,channel and audience and user feedback behavior,explains the connotation and characteristics of the elements of Webcast marketing in the publishing industry,and prepares for the follow-up interview.Then,it carries out in-depth interview and collects the original data.At the same time,this study carries out three-level coding on the obtained raw materials to sort out the conceptual categories that affect users’ consumption and viewing behavior in the online live broadcasting marketing of the publishing industry.After clarifying the concept category,this paper analyzes it in combination with the planned behavior theory,constructs the online live broadcasting marketing model of the publishing industry,and determines the key elements affecting users’ viewing and consumption behavior,Specifically,it is divided into the following 11 first level categories: "live broadcast ecology gradually taking shape","short video assisted live broadcast marketing","influencing factors of anchor effect","portrait of target audience","cognition and behavior preference of content e-commerce users","cognition and behavior preference of traditional e-commerce users","strong platform supervision","characteristics of live broadcast selection","anchor behavior perceived by users","clue influence in comment area" and "live broadcast process setting".It also traces back to the original interview materials to find out how each element has an impact on users’ viewing and consumption decisions.After constructing the publishing industry webcast marketing model and deeply analyzing the key elements,combined with the actual case of publishing industry webcast marketing,this study finds many problems and provides targeted optimization schemes for these problems.The existing problems are as follows: in terms of human resources,due to the lack of professionals,small and medium-sized enterprises entrust the implementation of live broadcast marketing activities to the editing and distribution team,resulting in the team’s lack of attention and professionalism;In terms of live broadcast planning: the content planning lacks innovation and relies too much on celebrity effect,and the retention and revisit of subsequent users are low.In terms of traffic operation: the cost of webcast in publishing industry in traffic purchase is low,and there is a lack of guidance on users’ sharing behavior in the process of webcast,resulting in a low number of new users in the webcast room;Content integration: as one of the content sections of the publishing marketing system,live broadcast marketing does not form a collaborative relationship with other content sections.In order to improve the marketing level of online live broadcasting in the publishing industry,this study puts forward optimization schemes for the above problems.The specific suggestions are as follows: first,hire professional live broadcasting operators or conduct regular internal training to form a professional live broadcasting team to solve the problems of manpower shortage or low professionalism;Second,create immersive scenes,set interactive topics,incubate IP accounts and other methods to improve the quality of live broadcast content;Third,reasonably increase traffic investment and set up live broadcast processes to guide users to share,so as to improve the number of people watching live broadcasts.Fourth,strengthen media integration,integrate various content sections while multi platform layout,and make efficient use of existing resources. |
