出版融合背景下社交媒体平台中的图书营销策略研究

Research on Book Marketing Strategies in Social Media Platforms in the Context of Publishing Integration

随着出版融合的深度发展,社交媒体平台已经成为图书营销的重要渠道。使用案例分析法,在微信、抖音和小红书平台选取具有代表性的出版机构账号,分析其营销策略特点,并针对现有不足提出有针对性的建议。研究发现,目前社交媒体平台中的图书营销策略主要有以专业信息推送精准触达目标客群、以精细化社群运营促进流量留存、以多样化短视频宣发丰富图书宣传形式等六种。这些营销策略在为出版机构的图书营销带来积极作用的同时也暴露出平台功能开发不完善、用户思维不到位、内容同质化程度高等问题。对此,可从平台功能开发、日常运营和人才培育三方面同时发力。通过加强应用开发、打造O2O闭环、实施精准营销、深化内容营销、加强人才引进、完善人才培养等方法优化营销模式,提高营销效率。

With the deep development of publishing integration,social media platforms have become an important channel for book marketing.Using the case study method,representative publisher accounts are selected in WeChat,Tik Tok and RED platforms to analyze the characteristics of their marketing strategies and put forward targeted suggestions for the existing deficiencies.The study found that the current book marketing strategies in social media platforms mainly include six categories,including professional information push to precisely reach the target group,fine community operation to promote traffic retention,diversified short video distribution to enrich the form of book publicity.While these marketing strategies bring positive effects to the book marketing of publishing organizations,they also expose the problems of imperfect development of platform functions,lack of user thinking,and high degree of content homogenization.To address this,efforts should be made in three areas:platform function development,daily operation,and talent cultivation.By strengthening application development,creating an O2O closed loop,implementing precise marketing,deepening content marketing,strengthening talent introduction,and improving talent training,the marketing model can be optimized to improve marketing efficiency.