| The development of technology has brought about changes in the media,and the advantages of the Internet have also brought convenience to consumers.Due to the epidemic situation,live delivery has become a well-deserved marketing force.Like other industries,the publishing industry has realized the great potential of bringing goods by live broadcast,and expanded its marketing business into the live broadcast industry.Live broadcast with goods consists of three parts: "people,goods and fields",which is also the source of factors affecting live broadcast of books.According to the current live broadcast situation,people are the central point of selling books by live broadcast,which can affect the final sales results to a great extent.Since the development of live broadcast,more and more people have entered the live broadcast industry.According to the identity of the person who controls the live broadcast room,there are four main types of anchors in the publishing industry,including head anchors,writers anchors,institutional anchors and professional book anchors.Different anchors have different characteristics and different effects in bringing goods to live broadcast.From the human point of view,the image and professional ability of the anchor are the main aspects that affect the delivery effect,and there are also great differences in each aspect;As the audience of live book sales,the role of consumers can not be ignored.As the core content of live book sales,book products are the most direct reasons that affect consumers,including the content,price,supply and after-sales service of book products.These differences can greatly affect or even determine consumers' purchasing behavior,and each sector has more specific factors that affect book sales.The venue,as the on-site support for live book sales,also plays an irreplaceable role.The equipment and personnel in the live broadcast room are the factors that affect the live broadcast effect,they are one aspect that enterprises can make use of.Although live broadcasting has great advantages and made great contributions to the development of publishing industry,there are still some problems in publishing industry.From a human point of view,it is mainly the problem of anchor selection and professional live broadcast team and talents;From the perspective of goods,it includes the selection of books and the quality of book products;From the field point of view,it is the issue of venue and live broadcast.According to these problems,publishing enterprises can take relative measures to improve them,including clarifying the selection criteria of anchors and accelerating the training of their own professional anchors;At the same time,strictly control the output of books to ensure the quality of book products;In addition,breaking through the venue restrictions and creating a variety of live games can better attract consumers and increase sales.Another problem that needs attention is the legal risk of selling books by live broadcast,which is an aspect that the staff of the whole industry can't ignore.It needs the joint efforts of enterprises and the market to maintain and build a healthy market environment.Only by understanding these factors that affect the live selling of books can we better promote the live selling and promote the sustainable development of publishing industry. |
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