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| 图书短视频营销策略的重构与优化——以抖音短视频平台为例 |
| Reconstruction and Optimization of Short Video Marketing Strategy from the Perspective of Scenario Theory ——Take Tiktok Short Video Platform as an Example |
| 投稿时间：2021-04-28 |
| DOI：10.16018/j.cnki.cn32-1499/c.202104014 |
| 中文关键词: 图书短视频 场景理论 抖音 营销策略 |
| 英文关键词: short book video scenario theory Tiktok marketing strategy |
| 基金项目:2020年安徽省哲社规划青年项目(AHSKQ2020D32)。 |
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| 中文摘要: |
| 随着5G技术的商业化应用，短视频聚合用户的强大引流属性被图书出版业视作营销增量的新空间。以场景理论为指导，以抖音短视频平台为例，分析图书短视频营销的四种模式。指出出版机构应从内容策略、运营策略、互动策略、体验策略四个方面重构和优化图书营销策略，形成自身传播优势，深化企业文化和图书品牌影响力，打造独具特色的文化IP。 |
| 英文摘要: |
| With the commercial application of 5G technology, the powerful attracting traffic property of short video platform which aggregating users is regarded as a new space for marketing increment by the book publishing industry. The article analyzes four modes of book short video marketing what is guided by scenario theory and use the Tiktok short-video platform as an example. It is pointed out that publishing organizations should reconstruct and optimize book marketing strategies from the four aspects of content strategy, operation strategy, interaction strategy and experience strategy. The publishing organizations can form their own communication advantages and create unique cultural intellectual property by deepening corporate culture and book brand influence. |
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