出版行业直播营销的模式创新与方向探索——基于“准社会交往”理论视角

Model Innovation and Direction Exploration of Live Marketing in Publishing Industry:Based on the Theory of Para-Social Interaction

以 5G 为代表的新一轮信息技术革命将进一步推动人类进入“图像化”生存的“景观社会”。本文从准社会交往的理论视角,探究直播时代知识呈现的新形态及出版社如何通过直播来实现知识创新扩散的新业态。基于理论与实践分析,本文重在以小窥大,透视出版行业直播营销发展方向,提出值得探索的路径,包括:构筑文化产业转型升级下的多元化产品形态;创造技术与人才相融合的新内容生产力和传播力;建设推动出版业高质量发展的新型出版智库等。

A new round of information technology revolution represented by 5G will further promote human beings to enter the“ landscape society”of“image”survival. From the theoretical perspective of para-social interaction, this paper explores the new forms of knowledge presentation in the live broadcast era and how the publishing house realizes the new format of knowledge innovation through live broadcast. Based on the analysis of theory and practice, this paper focuses on the development of direct marketing in the publishing industry, and proposes a path worth exploring, including : constructing a diversified product form under the transformation and upgrading of the cultural industry,creating a new fusion of technology and talent content productivity and communication,building a new type of publishing think tank that promotes the high-quality development of the publishing industry.