新媒介时代出版业网络直播营销模式的探索

Exploration of Online Live Marketing Model of Publishing Industry in the New Media Age

新媒介时代背景下微博、微信、直播等信息传播手段备受追捧,网络直播以实时互动的优势成为诸多品牌营销关注的焦点。通过分析新媒介时代出版业网络直播消费行为及直播营销优势,探索出出版业网络直播营销模式:从合作方式角度来看,营销模式分为出版直播和电商结合模式、出版直播和社交媒介结合模式、出版业和专业直播平台合作模式、出版业独立开发直播App模式;从直播内容角度来看,直播营销模式分为名人主导与活动主导两种模式。不同模式支持下,出版业为获取持续性的网络直播营销效果,应合理利用互联网思维、展开多平台直播营销,培养专业直播营销人才、提升直播品质;同时增加受众与直播平台的互动环节,向受众展示优质的直播内容。

Under the background of the new media era,micro-blog,micro-messaging,live broadcasting and other means of information dissemination are highly sought after.With the advantages of real-time interaction,online live broadcasting has become the focus of many brand marketing.This paper analyses the consumption behavior and marketing advantages of online live broadcasting in publishing industry in the new media era,and explores the marketing mode of online live broadcasting in publishing industry.From the perspective of cooperation mode,the marketing mode can be divided into the combination mode of publishing live broadcasting and business,the combination mode of publishing live broadcasting and social media,the cooperation mode of publishing industry and professional live broadcasting platform,and the independent development of live APP mode in publishing industry.In light of degree analysis,live marketing models can be divided into celebrity-oriented and activity-oriented models.Supported by different modes,the publishing industry should make rational use of Internet thinking,launch multi-platform live marketing,train professional live marketing personnel and improve the quality of live broadcasting;at the same time,it should also increase the interaction between the audience and the live broadcasting platform to show to the audience high-quality live content.