Research On Publishing Brand Construction Based On Short Video ——Taking "Guomai Culture" As An Example

The rise of the Internet age short video platform to provide fertile ground for the publishing industry development and publishing brand construction,through the analysis of short video platform large user groups can optimize publishing brand and market positioning,product quality at the same time the short video content can help improve the brand influence,at the same time get more user feedback to improve construction quality,boost brand construction and promotion.However,the lack of short video product thinking and brand communication strategy of publishing institutions leads to the failure to achieve the ideal brand communication effect in the actual construction process of publishing brands by using short video platform.Therefore,how to make better use of short video platform,build publishing brand and upgrade brand communication mode with the help of short video is an important issue in the upgrading and transformation of the current publishing industry and the construction of publishing brand.From the perspective of short video platform,combined with the characteristics of publishing brand construction,this paper takes the private publishing enterprise "Guomai Culture" as a case study on the basis of brand operation stage model,brand ontology model and CBBE brand construction model.Through STP theory,the specific scheme of target market segmentation,target market selection and product market positioning in brand building based on short video platform is summarized.Then,the status quo and strategy of short video product matrix construction are analyzed based on five elements of brand products,and the optimization effect of short video matrix products on book products is summarized.Based on the Lasswell 5W communication mode,this paper analyzes the brand promotion mode of publishing brands based on short video platform from five angles: communication subject,communication content,communication audience,communication channel and communication effect.Finally,starting from three dimensions of publishing brand construction,namely,market selection,product construction and brand communication,this paper summarizes the enlightenment of "Guomai culture" on publishing industry’s brand construction through short video platform from five aspects: market operation,account construction,content operation,user operation and channel operation.This paper proposes an innovative construction model for specific publishing brands,such as enriching content expression forms,improving content quality and utilization rate of user feedback,and paying attention to traffic conversion in private domain.This study can provide reference for publishing institutions to promote publishing brands and products by using short video platform,and promote the transformation and upgrading of short video operation in the publishing industry.