场景赋能视角下图书直播营销策略研究

Research on Live-Streaming Marketing Strategies for Books from a Scenario Empowerment Perspective

摘要: 在直播电商迅猛扩张的背景下，图书销售呈现出高GMV (商品交易总额)与低价值并存的两极困境。本研究从场景理论出发，选取抖音平台图书销售头部直播间，进行参与式观察及案例分析，从内容、社交、消费三类场景切入，构建“场景化知识营销”框架，并据此提出三层对策：出版机构应着眼场景创新，孵化知识主播，推行阶梯定价；平台需优化算法权重，开放技术中台，建立价格自律白名单；行业监管与协会应制定内容分级指引，设立知识内容基金，并推动“全民阅读 + 直播”融合计划。

Abstract: Against the backdrop of live-streaming e-commerce’s rapid expansion, the book sales industry faces a dilemma characterized by high GMV (Gross Merchandise Volume) yet low value, resulting in a dual crisis. Grounded in scenario theory, this study examines top book-selling live-streaming channels on Douyin through participatory observation and case analysis. By deconstructing content, social interaction, and consumption scenarios, we construct a “Scenario-based Knowledge Marketing” framework. Accordingly, three strategic recommendations emerge: Publishers should establish “Scenario Innovation Labs” to incubate knowledge streamers and implement tiered pricing; platforms must optimize algorithm weighting, open technical middleware, and create self-regulatory pricing whitelists; industry regulators and associations should formulate content classification guidelines, establish knowledge content funds, and promote integration of “National Reading + Live Streaming” initiatives.