网络直播场景下图书出版营销的创新策略研究

Research on Innovative Strategies for Book Publishing Marketing in the Context of Online Live Streaming

摘要: 网络直播因其具有实时性、互动性等特点，为我国图书出版营销注入了新的活力，借助网络直播来吸引消费者和提高图书销量已成为图书出版营销的首选方式。当下网络直播环境为图书出版营销带来了与用户双向互动、精准划分目标群体、降低营销成本、增强用户的场景体验等机遇。但同时，由于网络直播门槛较低，图书出版营销在网络直播过程中存在着主播缺乏专业知识、直播内容同质化严重、互动形式生硬单一、易陷入法律风险等挑战。针对网络直播下图书出版营销的主要困境，本文提出了创新策略。图书出版单位通过提升主播专业水平来打造知识型专业主播、深入挖掘内容特色、运用新技术改善用户的直播体验、牢固树立法律法规意识、探索“公益 + 直播”的营销模式等手段来促进图书出版营销，以期实现图书出版行业的健康可持续发展。

Abstract: Because of its real-time and interactive characteristics, online live broadcast has injected new vitality into our country’s book publishing marketing, and online live streaming has become the preferred way of book publishing and marketing to attract consumers and increase book sales. The current online live broadcast environment brings opportunities for book publishing and marketing to interact with users in both directions, accurately divide target groups, reduce marketing costs, and enhance users’ scene experience. However, at the same time, due to the low threshold of online live broadcasting, there are challenges in book publishing marketing in the process of online live broadcasting, such as lack of professional knowledge of anchors, serious homogenization of live broadcast content, blunt and single form of interaction, and easy to fall into legal risks. In view of the main dilemma of book publishing and marketing under online live broadcasting, this paper proposes innovative strategies. Book publishing units promote book publishing and marketing by improving the professional level of anchors to create knowledge-based professional anchors, dig deep into content characteristics, use new technologies to improve users’ live broadcast experience, firmly establish awareness of laws and regulations, and explore the marketing model of “public welfare live broadcasting”, in order to achieve the healthy and sustainable development of the book publishing industry.