4I Theory Perspective Of Children’s Book Short Video Marketing Strategy Research

With the advent of the new media era,the effective dissemination of information has become more efficient,and a large number of new communication media have been derived.Among them,short video plays an important role in a number of new media due to its centralized content,rapid dissemination,and accurate marketing.Location.Under this trend,many publishing houses are following the trend of the times and launching marketing activities for children’s books with the help of short video platforms.Therefore,the children’s book marketing model of ’publishing institutions + short videos’ has gradually entered the public eye.Through the definition of related concepts such as children’s books,short video marketing,and children’s book short video marketing,and combined with the ’4I theory ’,this paper analyzes the development process of publishing institutions’ short video marketing.In the ’4I theory ’,there are four main strategies used by publishers:the principle of interest,the principle of interest,the principle of interaction and the principle of individuality.In addition,through questionnaires and in-depth interviews,this paper concludes that the content and form of children’s book marketing videos in the current marketing and marketing of children’s book short videos in publishing institutions are not interesting,the publishing house’s own brand image is rather vague,and the short videos for children’s books are lacking in content and form.The lack of effective interaction between viewers and the relatively single model of marketing monetization.In response to these problems,starting from the publishing institution itself,this paper proposes corresponding strategies on how to enhance the interest of short video marketing of children’s books,enhance the personalization of the publishing house’s brand image,extend the interaction channels with consumers,and broaden the monetization model of children’s book marketing..With the advent of the 5G era,the speed of the network has increased rapidly,which provides a strong guarantee for the rapid spread of short videos and will directly promote the vigorous development of short video marketing.With the help of the marketing perspective of ’4I theory ’,this paper proposes strategies for corresponding problems,which is beneficial for publishing institutions to complete more efficient short video dissemination of children’s books and commercial marketing realization.