Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)

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The Dilemma and Relief of the Marketing Path of ‘Short Video + Direct Broadcast’ in Publishing Industry

—A Case Study Based on Douyin APP Publisher Account

Authors
Ziyue Guo1, *
1School of Literature and Journalism, Sichuan University, Chengdu, China
*Corresponding author. Email: 15803127375@163.com
Corresponding Author
Ziyue Guo
Available Online 31 October 2024.
DOI
10.2991/978-2-38476-297-2_102How to use a DOI?
Keywords
digital publishing; marketing; short video; live broadcast
Abstract

After the epidemic situation, the marketing mode of ‘short video + live broadcast’ is gradually rising in the publishing industry, but the effect of account operation is polarized seriously, there is obvious Matthew effect, and it also faces many difficulties in practical operation, such as single marketing strategy, insufficient interaction and so on, which leads to poor marketing effect. Through empirical research, this paper deeply analyzes the present situation and predicament of ‘short video + live broadcast’ marketing on Douyin APP, probes into the new mode of ‘piecewise push book’ combined with empathy communication mechanism, and puts forward the corresponding relief strategies. The research holds that publishing institutions should strengthen the anchoring of book editors, be good at making use of the spontaneous emotional resonance of users, and accurately locate the psychology and needs of the audience in order to adapt to the development of the new media era.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 October 2024
ISBN
978-2-38476-297-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-297-2_102How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ziyue Guo
PY  - 2024
DA  - 2024/10/31
TI  - The Dilemma and Relief of the Marketing Path of ‘Short Video + Direct Broadcast’ in Publishing Industry
BT  - Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)
PB  - Atlantis Press
SP  - 841
EP  - 846
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-297-2_102
DO  - 10.2991/978-2-38476-297-2_102
ID  - Guo2024
ER  -