“东方甄选”图书直播营销策略探究

Research on the Live Marketing Strategy of “East Buy” Books Account

摘要: 随着直播行业的快速发展，图书直播营销成为新的增长点，为图书出版融合带来新型营销契机。“新东方”依托其强大的经济基础和深厚的教育行业背景，创立直播带货品牌“东方甄选”。其中图书直播作为其重要组成部分，以独特的营销模式和策略，成功吸引了大量关注和流量。笔者聚焦“东方甄选”图书直播营销策略，以“东方甄选”图书号为案例，深入探讨了其直播团队策略、渠道策略、内容策略以及受众策略的具体实施和效果。分析发现，“东方甄选”通过打造知识和情怀并重的差异化优势，结合强大的内容生产力和人才资源，成功构建了具有吸引力的产品矩阵。同时，本文指出了“东方甄选”图书直播营销所面临的困境，并提出了相应的优化建议，以期为图书直播营销提供有益的参考和借鉴，推动图书直播营销活动的持续发展和创新。

Abstract: With the rapid development of the live broadcast industry, book live marketing has become a new growth point, bringing new marketing opportunities for the integration of book publishing. Relying on its strong economic foundation and profound background in the education industry, New Oriental has created the live broadcasting brand “East Buy”. The book lives as an important part of its unique marketing model and strategy, successfully attracting a lot of attention and traffic. The author focuses on the “East Buy” book live marketing strategy, “East Buy” book number as a case study, and in-depth discussion of its live team strategy, channel strategy, content strategy and audience strategy of the specific implementation and effect. The analysis found that “East Buy” has successfully built an attractive product matrix by creating differentiated advantages of both knowledge and sentiment, combined with strong content productivity and talent resources. At the same time, this paper points out the dilemmas faced by “East Buy” book live marketing, and puts forward corresponding optimization suggestions, to provide useful references and lessons for book live marketing, and promote the continuous development and innovation of book live marketing activities.