Research On The Children’s Book Of CITIC Publishing Group Broadcast Study

With the universal coverage of the Internet and the rapid development of Internet technology in the 5G era,live streaming has gradually become one of the popular shopping methods by virtue of its advantages such as the convenience of information dissemination and the absence of time and space restrictions.Especially influenced by the sudden outbreak of the new crown epidemic at the end of 2019,experiential shopping under the live broadcast scenario has developed rapidly and become an important consumption method for the public.Under this boom,many publishers have joined the ranks of live streaming,and children’s book publishing,as one of the most dynamic teams in the publishing industry,is also actively exploring the development of its own live streaming business.Children’s education has always been the most important issue for families,and with the implementation of China’s education "double reduction" and other policies in recent years,the position of children’s books in the publishing market has become more solid.Live children’s books have become a major marketing tool for publishers with the advantages of being interesting,intuitive,and clearly targeted.CITIC Children’s Books,a subsidiary of CITIC Publishing Group,has responded to the development trend in recent years and actively tackled new challenges in the children’s book market by actively exploring the live-streaming business and continuously increasing its support for live-streaming in terms of human,financial and material resources on various platforms such as Jitterbug and Little Red Book.After continuous efforts and development,CITIC Children’s Book’s live streaming account became the most influential account among similar publishing organizations in 2022.Therefore,taking CITIC Publishing Group’s children’s book live broadcast as the entry point of the study,we use literature research method,case study method and other research methods,based on a comprehensive study of the current situation of CITIC Publishing Group’s children’s book live broadcast,further analyze its live broadcast development strategy and existing challenges and problems,and propose optimization countermeasures for CITIC Children’s Book’s live broadcast development,so as to conclude the inspiration for children’s book publishing organizations’ live marketing activities.First,we analyze the current situation of CITIC’s children’s book live broadcast from multiple aspects,and understand its current development more intuitively and comprehensively through objective data.Based on the in-depth study of relevant literature and systematic analysis of live streaming data,we further explore the development strategies of CITIC Children’s Book Live Streaming in terms of content arrangement,promotion and marketing,professional team building,and service system design,and thus explore the advantages and shortcomings of CITIC Children’s Book in live streaming marketing.The analysis reveals that CITIC Children’s Books focuses on quality assurance and resource accumulation in terms of live content;short video promotion,precipitation of private traffic and community development in terms of realizing live traffic;precise service and collection of user feedback in terms of service;innovative expression and high-frequency interaction in terms of live language;and multiple marketing approaches in terms of marketing to promote In terms of marketing,we adopt various marketing methods to promote the effective implementation of live sales.Of course,CITIC Children’s Book Live also has some problems and challenges,one is the single live scene,specifically in the setting of the real scene in the live room and the soft scene created by the anchor’s verbal language;second,the management level of the fan group needs to be improved,that is,individual fan group managers do not respond to the information in the group in a timely manner,failing to give full play to the role of the community;third is the diversion of the Netflix anchor,the pressure of competition,mainly from The diversion of head anchors such as "Liu Yuanyuan" and the tail anchors who came later further increased the pressure of CITIC Children’s Book’s live broadcast.Finally,based on the effective development strategies of CITIC Children’s Book Live Streaming,including optimizing content,improving traffic flow,optimizing service,focusing on interaction,and innovating promotion methods,we draw lessons and propose sustainable development optimization paths that are beneficial to the live streaming business of children’s book publishers in China in terms of content,team,marketing model and development,including deepening product connotation based on children’s growth needs,optimizing user experience from live streaming content,and creating a professional live streaming service.We hope to find a sustainable development path for our children’s book publishers in terms of content,marketing model and development.We hope to draw inspirational conclusions for children’s book publishers in the same industry.