Research On Short Video Operation Of Publishing Institutions Based On SIPS Model

In the past decade,the rapid development of mobile Internet has given birth to a lot of emerging business forms based on rich infrastructure,among which the most influential and widespread is mobile short video with strong connection attributes.The steady growth of mobile short video has reshaped old marketing thinking in every industry,including publishing.Although the current mobile short video market has changed from incremental to stock,and new growth is not the primary goal for the development of the short video industry,but for the publishing industry in urgent need of transformation and upgrading,compared with the Internet,advertising,entertainment and other industries lack of power,the market situation of book publications is not optimistic,how to take advantage of the mobile short video strong layout,To realize the business innovation and operation upgrade of individual publishing institutions and to find a unique road in the era of mobile Internet is the primary issue facing the publishing industry at present.The author understands the urgent need of transformation and upgrading of publishing institutions and the current situation of short video operation.Taking Guomai Culture as a case,the author reviews and summarizes the development status and strategies of Guomai culture in short video operation and integration transformation.This paper takes publishing short video operation as the research object,according to the idea of "analyzing cases--proposing problems--solving strategies",comprehensively uses the methods of in-depth interview,literature research and case analysis to conduct research,systematically summarizes the current situation and problems,and then puts forward strategic suggestions for publishing short video operation with the framework of SIPS model.Specifically from the content operation,user operation,and product operation these three directions are discussed.The research results of this paper can provide reference and inspiration for publishing enterprises to develop short video business,and promote brand construction,transformation and upgrading of the publishing industry.