AIGC赋能图书营销短视频创作：应用价值、范式重构与风险应对

AIGC Empowering Book Marketing Short Video Creation: Application Value, Paradigm Reconstruction, and Risk Response

摘要: 在图书出版行业数字化转型与AIGC技术规模化应用的背景下，图书营销短视频已成为连接图书与读者的重要媒介，但其传统营销短视频的生产模式面临着高成本、长周期、创意同质化等困境，难以适配短视频平台生态需求。本文采用行动研究法，以自主运营的AI图书营销短视频账号“乱弹琴”为实践载体，依托豆包、DeepSeek、即梦、有言等AIGC工具，完成系列化AIGC图书营销短视频的全流程创作与平台发布，系统探究AIGC对图书营销短视频生产范式的流程重构与潜在风险，认为AIGC通过赋能图书营销短视频的选题策划、视觉实现、数字人应用、后期制作各个环节，以此来推动生产范式从传统线性流程转型为人机协同的提示交互式动态范式，进而实现图书营销的降本增效与创意升级。同时，在AIGC的应用下创作出的短视频内容还面临着真实性偏差、版权伦理困境、人文温度稀释等挑战，亟须构建多维度治理框架实现风险防控。研究有助于丰富AIGC在图书营销领域的应用理论，为出版机构图书营销短视频营销创作的智能化升级提供可落地的实践指引与理论支撑。

Abstract: Against the backdrop of the digital transformation of the book publishing industry and the large-scale application of AIGC technology, book marketing short videos have become an important medium connecting books and readers. However, the production model of traditional marketing short videos faces dilemmas such as high costs, long cycles, and creative homogeneity, making it difficult to adapt to the ecological demands of short video platforms. This paper adopts the action research method, taking the self-operated AI book marketing short video account Luan Tan Qin as the practical carrier, and relying on AIGC tools such as Doubao, DeepSeek, Jimeng and Youyan to complete the full-process creation and platform release of a series of AIGC book marketing short videos, so as to systematically explore the process reconstruction and potential risks of AIGC on the production paradigm of book marketing short videos. It argues that AIGC empowers various stages of book marketing short video creation—including topic selection and planning, visual realization, digital human application, and post-production—thereby driving the transformation of the production paradigm from a traditional linear process to a human-machine collaborative, prompt-interactive dynamic paradigm. This facilitates cost reduction, efficiency improvement, and creative upgrading in book marketing. Simultaneously, short video content created with AIGC applications faces challenges such as authenticity bias, copyright and ethical dilemmas, and dilution of humanistic warmth, necessitating the construction of a multi-dimensional governance framework for risk prevention and control. This research helps enrich the application theory of AIGC in the field of book marketing and provides practical guidance and theoretical support for the intelligent upgrading of book marketing short video creation by publishing institutions.