Research On Self-built Live Broadcast Marketing Platform Of Chinese Publishing Institutions

With the rise in popularity of online live broadcasting and the advancement of digital transformation of publishing institutions,more and more publishing organizations have adopted live broadcasting as one of the normalized marketing methods.At present,publishing institutions mainly conduct live broadcasts through five channels: e-commerce platforms,professional live broadcast platforms,social media platforms,short video platforms and self-built platforms.However,the positioning,attributes and audiences of each platform are different,and the effect of live broadcast marketing is also different.Most of the third-party platforms represented by the previous four are more commercial and entertaining,which is quite different from the cultural attributes of publishing.In contrast,self-built live broadcast marketing platforms allow publishing institutions to conduct live broadcast content,performance,anchors,Audience and other aspects can have stronger autonomy and self-control.Therefore,research on self-built platforms is of great significance for the sustainable development of publishing live broadcast marketing and the realization of social and economic benefits of publishing institutions.On the basis of clarifying the concept of self-built live broadcast marketing platform by publishing institutions,this thesis mainly conducts a comprehensive investigation and research on publishing institutions that have begun to actively explore self-built platforms through in-depth interviews and questionnaires,such as Machinery Industry Press,CITIC Publishing Group,Tsinghua University Press,Peking University Press,People's Literature Publishing House,etc.Summarize the content,operation and promotion characteristics of the self-built live broadcast marketing platform,and analyze their current main problems in the four dimensions of capital,technology,talent,planning and traffic.Finally,on the basis of Lasswell's 5W theory,five aspects of the purpose of the propagator,content dimension,publicity channel,audience demand,and effect evaluation are studied.It also puts forward suggestions on the construction and development of the self-built live broadcast marketing platform of publishing institutions.With the large-scale deployment of 5G commercial use and the full development of6 G R?D,live broadcast marketing will usher in greater development space and more application scenarios,and the construction of private domain traffic pools is an inevitable direction for the future development of the Internet.Publishing institutions with both needs and capabilities can only carry out activities on their own live broadcast marketing platforms,which will be more conducive to promoting the sustainable development of their own digital marketing and realizing economic benefits on the premise of ensuring social benefits.This paper studies the live broadcast marketing of publishing institutions from the perspective of platform selection,construction and operation and maintenance,and provides new ideas and references for achieving the above goals.