摘要
受新冠肺炎疫情影响,2020年图书直播成为出版业发展的新风向,改变了传统的图书营销模式。目前,出版业正处在转型升级的关键时期,需要转变营销思维,集中精力解决目前存在的主要问题。本文以价值共创理论为基础,聚焦图书直播营销的主要利益相关者,瞄准直播平台、内容、主播和用户等关键要素,深入剖析图书直播营销实践中存在的问题并提出盘活渠道、优化内容、精选主播和深耕用户等针对性建议,以期促进出版业的长效发展。
Due to the impact of COVID-19 live streaming of books has become a new trend in the development of the publishing industry in 2020 changing the traditional logic of book marketing.At present the publishing industry is in the critical period of transformation and upgrading which needs to change the marketing thinking and concentrate on solving the main problems.Based on the theory of value creating focusing on live books marketing major stakeholders aiming at the key elements such as live platform content the anchor and user this paper deeply analyzes the problems existing in book live marketing practice and puts forward targeted suggestion such as revitalizing channels optimizing contents selecting anchors and cultivating users in order to promote the long-term development of the publishing industry.
作者
刘甜甜
LIU Tiantian(Advertising Institute,Communication University of China,Beijing 100024,P.R.China)
出处
《学术出版与传播》
2022年第1期234-240,共7页
SCHOLARLY PUBLISHING AND COMMUNICATIONS
关键词
价值共创
图书
直播营销
value co-creation
books
live broadcast of the marketing
