唤醒·互动·引领:出版直播营销策略的情感转向与实践路径

Awakening,Interaction and Guidance:The Emotional Turn and Practice Path of Publishing Live Streaming Marketing Strategies

在数字化连接时代,用户的消费行为由量的阶段、质的阶段进化到感情阶段,出版行业相应地在制定营销策略时面临着用户由价格敏感型向情感流动型转变的新情况。文章基于费尔克拉夫的话语分析路径,运用量化内容分析与质化深度访谈方法,对出版直播中使用的情感营销策略进行探析。研究表明,在生产层面,出版直播采用词汇、隐喻与认同的策略唤醒用户情感;在场景层面,出版直播通过情感互动,制定了植入式、定制式与沉浸式的出版营销策略;在消费层面,出版直播通过文本泛生活化的文化适应与主播IP化的商业选择,主动进行情感引领。

In the era of digital connection,the consumption behavior of users has evolved from the quantitative stage to the qualitative stage to the emotional stage.The publishing industry is correspondingly facing a new shift from pricesensitive to emotional flow in its marketing strategies.Based on Fairclough's discourse analysis path,combined with quantitative content analysis and qualitative in-depth interview,the article explores the emotional marketing strategies used in publishing live streaming.The results show that at the production level,publishing live streaming awakens users'emotion via strategies of vocabulary,metaphor and identity.Specifically,in the scene dimension,publishing live streaming creates implantable,customized and immersive publishing marketing by emotional interaction and from the perspective of consumption,the publishing live broadcast actively conducts emotional guidance through the cultural adaptation of text and the business choice of anchors'IP.