短视频图书直播营销:内在逻辑、现实问题与优化对策  

Book Live Streaming Marketing in Short Video:Internal Logic,Practical Problems and Optimization Strategies

作　　者：孙保营 吴娇阳[2] SUN Baoying;WU Jiaoyang(Zhengzhou University Press,Zhengzhou 450001,China;School of Journalism&Communication,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学出版社,河南郑州450001 [2]郑州大学新闻与传播学院,河南郑州450001

出　　处：《华北水利水电大学学报（社会科学版）》2023年第5期87-92,共6页Journal of North China University of Water Resources and Electric Power(Social Science Edition)

基　　金：国家社会科学基金后期资助重点项目(20FXWA002)。

摘　　要：基于关系经济理论视角,以抖音平台图书直播营销为例,通过分析短视频图书直播营销的内在逻辑,当前图书直播营销存在对平台影响力认识不够、直播团队专业性欠缺、打价格战吞噬正常盈利空间、缺乏与受众有效互动等问题。基于此,提出利用直播平台优势、加强直播团队建设、丰富图书直播信息、重视私域社群建设等优化对策,从而开拓图书直播营销的研究视角,深化对图书直播营销的理解,增强出版机构对图书直播营销的把控能力,提升图书直播营销效果。Based on the perspective of relational economy theory,taking live streaming marketing of books in the Douyin platform as an example,this study mainly analyzes the inherent logic of short video book live streaming marketing.It argues that the current book live streaming marketing suffers from inadequate understanding of platform influence,lack of professionalism in the live streaming teams,price wars that erode normal profit margins,and insufficient effective interaction with the audiences.In light of these issues,this study proposes optimization strategies such as utilizing the advantages of live streaming platforms,strengthening the construction of live streaming teams,enriching book live streaming information,and emphasizing the construction of private domain communities.By doing so,it aims to expand the research perspective of book live streaming marketing,deepen the understanding of book live streaming marketing,enhance the publishing institutions’control over book live streaming marketing,and improve the effectiveness of book live streaming marketing.

关 键 词：关系经济 短视频 图书直播营销 传播效果 

分 类 号：D632.1[政治法律—政治学]