Research On The Application Of Tiktok Live Broadcast In Children’s Book Marketing

With the continuous penetration of the Internet,new marketing methods are breaking the traditional market development pattern,especially the outbreak of COVID-19,accelerated the transformation of the traditional marketing methods of books,and to a large extent,affect the overall development of the book publishing market,the book market will face a huge reshaping and shuffling.In the ecological environment of media convergence development,live broadcasting,as a new form,plays a huge role in media convergence and platform innovation.Tiktok and Tiktok Volcano have more than 600 million daily active users,and videos about "book" have received 2.79 billion hits,while the keyword "Tuishu" has received 260 million hits.The expansion of such traffic pools has attracted the attention of many publishers and streamers.Book marketing also regards online live broadcasting as a new development path,which breaks through the limitation of time and space,reduces the distance between viewers and anchors with interactivity,and makes popular works emerge one after another.This change brings new consumption influence to the transformation and development of traditional publishing industry in digital technology application and other aspects.Children’s books,as a major force in the publishing industry,are also coming to us on the express train of live streaming.Combination of trill live with children’s books,this paper studies trill live in marketing,the application of children’s books from the library live PEST of marketing environment,analysis of the legal system and rules and regulations of the political environment,fans and eyeball economy economic environment,live marketing model of social environment,technological environment for the development of Internet technology.Combined with specific data and cases,this paper analyzes the current situation of Tiktok live streaming of children’s books from four aspects: feasibility,mode,characteristics and effect of Tiktok live streaming.In addition,the three most popular platforms of publishing houses except Tiktok--Taobao Live streaming platform,Dangdang Live streaming platform and JINGdong Live streaming platform are analyzed and compared.Through comparative study and combined with specific cases,it is concluded that there are some problems in the current marketing of children’s books Tiktok live broadcast,such as lack of professional children’s books live broadcast board,single live broadcast scene,high traffic consumption of Tiktok live broadcast,lack of talents of "children’s books + live broadcast" and high cost risk of children’s books live broadcast.The author studies and proposes development paths such as creating a professional children’s books live broadcast board,attaching importance to professional talents,innovating book content,enriching live broadcast scenes,and deeply focusing on fan maintenance,for exploration and improvement.