后疫情时代我国出版直播新业态发展进路  

The Development Path of New Formats of Publishing Live Broadcasting in China in the Post COVID-19 Era

作　　者：刘麟霄 杨铮[1] LIU Ling-xiao;YANG Zheng(School of Media and Arts,Liaoning Technical University,Fuxin 123000,China)

机构地区：[1]辽宁工程技术大学传媒与艺术学院,辽宁阜新123000

出　　处：《编辑之友》2021年第3期35-40,共6页Editorial Friend

基　　金：2019年教育厅智库项目(LJ2019ZKW002);2017年辽宁省教育厅青年项目(LJ2017QW004)。

摘　　要：随着新冠肺炎疫情防控进入常态化,人们日常生活节奏趋于正常,短期因应急出现的经营模式和消费习惯可能反转成为主流模式。文章聚焦后疫情时代出版业与直播新业态的融合发展,从出版业运用直播营销模式提升品牌知名度、提高销售码洋的可能性和可行性出发,反思当下众多出版单位试水直播过程中内容定位、营销模式、商业模式、法律风险四方面存在的问题,提出出版单位应区别于普通商品,立足知识传播,借助KOL带动销售码洋,运维私域流量,在直播新零售带动下,尽早完善硬件设施,实现零售发行物流闭环。With the normalization of the prevention and control of the epidemic,People’s daily pace of life tends to be normal,and the business model and consumption habit merged to meet the the short emergency may reverse its role and become the mainstream model.This article focuses on the integrated development of publishing and live broadcasting in the post COVID-19 era.Based on the possibility and feasibility of new mode of live broadcasting to upgrade brand recognition and sales revenue,this article also reflects on the problems of content positioning,marketing modes,business models and legal risks when the publishing industry is making its live broadcasting trail run.It proposes that publishing industry products,differing from ordinary commodities,whose realization of closed loop retailing circulation depends on knowledge dissemination,sales revenue expansion with the help of KOL,operation and maintenance of private traffic and improving hardware facilities.

关 键 词：后疫情时代 直播新业态 KOL 私域流量 直播新零售 

分 类 号：G235[文化科学]