Research On Live Broadcast Marketing Strategy Of Publishing Institutions From The Perspective Of 'New 4C Rules'

The outbreak of COVID-19 in 2020 impeded the development of offline activities in the publishing industry,especially in the direct-to-market marketing.Under this background,live broadcasting was quickly adopted by many publishing institutions.However,the network broadcast industry has entered a period of deep penetration,and the live broadcast marketing of publishing institutions is also facing a more complex live broadcast marketing environment.This means that publishing institutions must update their marketing concepts,not only to follow the development rules of the live broadcasting industry,but also to take into account the characteristics of the industry.This study in live to live,live marketing,publishing group marketing and relevant concept definition and the publishers live on the basis of combing historical development stage,through the questionnaire survey concluded that put forward the problems existing in the current publishers live marketing,in order to live new 4 c law as a publishing organization marketing interpretation theory basis.The application of the ‘New 4C Rules' strategy by publishing institutions is constructed from four aspects.The first is Community.The globalization of Internet groups makes the marketing methods increasingly community-based,and the Community publishing institutions with circle structure or chain structure need to carry out careful operation and maintenance.Secondly,Content.Live broadcasting marketing of publishing institutions sells goods like other industries,but focuses on how to ensure the innovation and topic of live broadcasting Content planning,and how to properly transform its economic benefits in the later stage of development.Third,Connect,the important factor to realize the connection is people.In the non-linear network communication,the communication and transmission of information among community users is the key to realize the commercial value of publishing institutions.The longer the users stay,the greater the marketing effect and commercial benefits of their live broadcast.Fourthly,Context.In essence,live broadcast is the connection of scenes,and it is an important factor that cannot be ignored to attach importance to the experience sense of readers and users under the scenes.However,there are still some problems in the application of the marketing strategy of ‘New 4C Rules'.Aiming at these problems,an optimization path is proposed from the perspective of the publishing institutions themselves,in order to achieve better marketing effects of publishing live broadcast.This is also the contribution of this study.The arrival of 5G era is bound to inject new technological driving force into live broadcast marketing,which means that the live broadcast marketing of publishing institutions will further develop.The ‘New 4C Rules' provides a constructive and analytical perspective for the live broadcast marketing of publishing institutions,which is not only conducive to the current understanding of the live broadcast marketing of publishing institutions,achieve better marketing and communication effects.