Research On Book Live Marketing Of Tiktok Platform Based On 4I Theoryprofessional

With the rapid development of the Internet,the rapid development of e-commerce live streaming marketing,and the publishing industry has also begun to try to promote industrial transformation and upgrading through live books with goods.Live book marketing not only brings economic benefits to publishing institutions and improves its brand image,but also provides an emerging channel for knowledge services for the public.Tik Tok platform integrates mass consumption and entertainment needs through the marketing mode of "short video + e-commerce live broadcast",and attracts many publishing institutions to enter it with its advantages such as accurate push,wide audience and real-time communication.As an emerging space for the development of the publishing industry,how to further improve the efficiency and efficiency is worth in-depth research and analysis.Based on the consumer-centered marketing trend in the new media environment,this study is based on the four basic principles of Interesting,Interests,Interaction,and Individuality of the 4I theory,and mainly analyzes the current situation of Tik Tok book live marketing from the perspective of audience.In the investigation of the questionnaire survey,it is found that: First,the book pricing are the main factors that interest the audience.Second,the price marketing often affects the quality of the books and affects the reading experience.Third,the types of anchors with active atmosphere adjustment and professional strength are favored by most readers.Fourthly,most readers of Tik Tok platform choose to buy high-quality books with favorable prices and guaranteed publishing houses,including best-selling books,history,children and other books suitable for shallow reading of all ages.Based on the research of 4I theory,the existing marketing mode of Tik Tok book live broadcast mainly includes: interesting linkage transboundary live broadcast marketing,extended marketing of multi-account book brands,situational live broadcast,immersive interactive marketing,and personalized marketing of precise product positioning and personalized marketing.According to the research,there are some problems in Tik Tok book live broadcast marketing,such as serious book price breaking,homogenization of live broadcast content,pan-commercialization of live broadcast interaction,difficulty to reflect cultural value,and the neglect of professional talent training of book anchors.In view of the above problems,the audience feedback:First,the rational marketing of book products,emphasizing the content quality determines the price of books.Second,emphasizing the content form planning,highlight the brand value.Third,promote national reading and knowledge sharing,commercial marketing and cultural guidance.Fourthly,pay attention to the training of publishing marketing talents,enhance the awareness of obtaining user portraits.Emerging media applications such as live streaming provide a new broad space for product marketing and user knowledge consumption in the publishing industry.Based on 4I theory and combined with the characteristics of Tik Tok platform,it discusses the positive role and shortcomings of live book marketing in knowledge service and cultural communication,provides theoretical basis for the application of live book marketing activities to the publishing industry,and contributes ideas to the development model of book live broadcast marketing in the publishing industry.