“出版+直播”时代图书营销模式思考及优化策略

Thinking and optimization strategy of book marketing mode in the era of“publishing+live broadcasting”

目前,微信、微博以及短视频平台等已经成为人们展示生活、表达情感的重要媒介。短视频受到越来越多的人关注,网络直播吸引着越来越多的人群。出版社也纷纷涉足直播行业,“出版+直播”时代的到来,通过网络直播带货这种新型图书市场营销方式,为消费人群提供不一样的阅读体验。文章就该行业在直播中存在的问题进行研究,积极寻求有效的改进方案。

At present,WeChat,microblog and short video platforms have become important media for people to show their lives and express their feelings.Short videos are attracting more and more people’s attention,and online live broadcasting attracts more and more people.Publishing houses have also set foot in the live broadcasting industry.With the advent of the era of“publishing+live broadcasting”,the new book marketing method of online live streaming provides consumers with a different reading experience.This paper will study the problems existing in the live broadcasting industry and actively seek for effective improvement solutions.