Study On The Phenomenon Of Network Live Broadcast Marketing By People's Literature Publishing House

As all of us can see,live streaming has become a leading live life in the new way of receiving information of many people.In view of the increasing number of live broadcast users,the living space of traditional publishing institutions and physical bookstores is constantly squeezed by the rapid expansion of new media marketing,and many enterprises choose to carry out marketing activities in the way of live broadcast,making it inevitable for the publishing industry to enter the bureau.Minority publishers start as early as the early live hing layout,most publishers epidemic these new champions league which followed them.Although many scholars focus on the research field of publishing live broadcast,most of them start from the perspective of audience platform,while few scholars study the phenomenon of publishing live broadcast from the perspective of communicators.This article selects People's literature publishing house—one of the representative publications in the publishing field as the research object,using the method of content analysis questionnaire interviews and other research methods,dialysis the people's literature publishing house's live marketing landscape and stretched out,and made a simple prospect of the publishing marketing.The article is divided into seven parts,the first part is the introduction part,the author on the paper research background and significance of the research content and the method was introduced in brief.The second part is an overview of the current situation of publishing network broadcast marketing.The development background and basic situation of publishing network marketing are presented in this part,which lays a foundation for the following discussion.The third part turns the perspective to the humanities society itself.After discussing the current situation and problems of the humanities society's live broadcast marketing,it focuses on the micro perspective of the ecological relationship within the humanities society's live broadcast marketing,and explores the relationship between the evolution in the live broadcast publishing and the traditional publishing;In the fourth part,the author analyzes the strategic positioning of the network live broadcast marketing of the humanistic society,focuses on the characteristics and positioning of its live broadcast landscape,and makes a comparative analysis of the content of the live broadcast samples of the humanistic society and the machinery industry press Huachang Company.The fifth part,from micro to macro,is about audience recognition and development Suggestions of publishing institutions' webcast marketing.After conducting relevant surveys on audiences through questionnaire survey,the author thinks and looks into the future of webcast marketing of publishing institutions.In the sixth part,I conclude and reflect on the writing of this paper.Generally speaking,this paper takes humanistic social broadcasting as the core of research,and extends and reflects on a small part of the industry.Although the whole publishing industry has entered the live broadcasting industry one after another,and the development of live broadcasting is very hot,but not everyone can do it,and many live broadcasting does not play the role of selling books.The expansion is more to expand the influence of publishing institutions,so that they will not be eliminated by the market.Behind the bizarre live broadcast landscape,publishing live broadcast will play a role of cultural guidance to a certain extent,and the application of new media marketing represented by live broadcast has become a manifestation of publishing institutions stepping into the new marketing track more and more quickly.