短视频在少儿图书营销中的战略优势及布局——以湘少社为例

Strategic Advantage and Layout of Short Video in Children’s Book Marketing:A Case Study of Hunan Children’s Publishing House

新的技术催生了新的媒介,新的媒介又催生了新的经济增长点。短视频无疑是近两年在新经济形态中扮演重要角色的新媒介。短视频的媒介属性决定了其传播优势,大到综合性的国际知名出版公司,小至小众的私人出版企业,都纷纷试水短视频营销。由于受众群体的特殊性,少儿图书更契合短视频营销。少儿社要着力打造自身的短视频团队,未雨绸缪,构建矩阵营销模式,在自身无法提供强大的制作团队时,则以外包或者与主流视频媒体合作的形式,以期达到营销目的。

New technology has given birth to new media,and new media has given birth to new economic growth points. Short video is undoubtedly a new medium that has played an important role in the Internet economy in the past two years. The media attributes of short video determine its communication advantages,ranging from well-known international publishing companies to private publishing companies with small audiences,have tried short video marketing in succession. Because of the particularity of the audience group,children's books are more suitable for short video marketing. Children's clubs should have forethough to tstrive to build their own short video team and build a matrix marketing model. If they can not provide a strong production team they may outsource or cooperate with the mainstream video media to achieve marketing purposes.