| In recent years,the number of short video users in our country has been growing,and Internet giants have made efforts to develop short video business.Dou Yin,Kuai Shou and other short video platforms have risen rapidly and occupied the market.In particular,Dou Yin has become the largest short video App with the largest number of users,and the traffic dividend brought by it has received widespread attention from all industries.For the book publishing industry,joining the short video marketing track can not only broaden the book marketing channels,promote the sales of book products,but also expand and strengthen the brand influence of publishing institutions,which is conducive to the realization of the combination of books and short video marketing.Taking the short video of books in Dou Yin platform as the research content,literature research method,data analysis method and case analysis method are used to comprehensively analyze the connotation,marketing subject,marketing content and marketing mode of short video marketing of books,find out problems and deficiencies,and optimize the short video marketing strategy of books.The research showed that the main subjects of book short video marketing are publishing and distributing institutions,key opinion leaders of book industry,and individual authors.In terms of marketing content,focus on the construction of visual symbols,auditory symbols and marketing scenes in short book videos.In terms of mode,it mainly focuses on product marketing,traffic marketing and brand marketing.Short video provides a new growth pole for book marketing,but there are still some problems in the implementation process,such as rough video production,serious homogeneity,one-way user interaction,and brand word-of-mouth effects still to be explored.In view of the above problems,based on the SIPS model of consumer behavior in the social media era,this paper proposes an improvement strategy for book short video marketing from four aspects: Sympathize,Identify,Participate,Share&Spread: by the high quality video and brand image to arouse users’ emotional resonance,with the help of a large data precision marketing,to guide the user to identify,at the same time attach great importance to the interaction with users,smooth marketing channels,enhance the user viscosity,contribute to the conversion of the user,in addition,we should pay attention to word-of-mouth marketing,promote users’ willingness to share and spread,and achieve the purpose of secondary spread. |
