基于4I理论下童书短视频营销的研究及建议

Research and Suggestions on Short Video Marketing of Children’s Books Based on 4I Theory

摘要: 随着互联网的全民覆盖和5G时代互联网技术的迅速发展，衍生出了大量的新型传播媒介，其中短视频凭借其信息传播的便捷性、不受时空限制等优势，在众多新媒体中占据重要位置。这种趋势下，许多出版机构都纷纷顺应时代潮流借助短视频平台对童书展开营销活动。因此，“出版机构 + 短视频”的童书营销模式也逐步走入大众视野。研究方法采用“4I理论”对其短视频营销进行分析，发现少儿出版机构运用的策略主要有四种：趣味原则、利益原则、互动原则和个性原则，并对目前存在的问题与不足提出优化建议，有利于童书出版完成更高效的童书短视频传播及商业营销变现。

Abstract: With the universal coverage of the Internet and the rapid development of Internet technology in the 5G era, a large number of new media have been derived, among which, short video occupies an important position in many new media by virtue of its advantages of convenient information transmission and not limited by time and space. Under this trend, many publishing institutions have followed the trend of The Times and launched marketing activities for children’s books with the help of short video platforms. Therefore, the children’s book marketing model of “publishing agency + short video” has gradually entered the public vision. The research method adopts “4I theory” to analyze and study its short video marketing, and finds that there are mainly four strategies used by children’s publishing institutions: fun principle, interest principle, interaction principle and personality principle, and puts forward optimization suggestions for existing problems and shortcomings, which is conducive to the completion of more efficient short-video broadcasting of children’s books and commercial marketing realization.