Research On Marketing Of Publishing Enterprises On Bilibili Platform

With the popularity of mobile smart terminals and the continuous maturity of Internet technology,the way of information dissemination continues to upgrade.From blogs,Weibo,We Chat,to the strong rise of short videos today,The channels and platforms that people get information and participate in social sharing are becoming increasingly diversified.Against the background of media integration,all walks of life have begun to deploy video platforms,especially short video platforms have quickly become a new outlet for enterprises to carry out marketing activities.The publishing industry has also begun to use the flow dividend of short video platforms for book marketing and gained outstanding marketing effect.While the rise of short video,the requirements of online users on high-quality video content are getting higher and higher.The early flow bonus of short video platforms have begun to decline slowly.The mid-length video platforms represented by Bilibili is becoming a hotly contested spot for major publishing enterprises.Unlike short video platforms,such as Dou Yin and Kuai Shou dominated by flow,Bibibili is a video platform and cultural community with its own unique cultural community.It has rich and diverse high-quality video content.With the largest number of young,potential and loyal users,Bibibili is the ideal positions for enterprises to develop content marketing in the era of new consumption.For publishing agencies,the ecology of Bibibili with "content as king" is very suitable for the publishing industry that belongs to the content industry.Bilibili also has user advantages and content advantages of marketing.For publishing enterprises,marketing on Bilibili can not only cultivate young people’s recognition of publishing brands,but also expand book sales and drain private domains,accumulate fans and flow for accounts,and energize book marketing.This paper uses the marketing activities of the publishing agencies on Bilibili as the research object.It uses the method of participating observation,case analysis and statistical analysis to analyze and summarize the current marketing status of the publishing enterprises on Bilibili.In general,except for a few head accounts,the vast majority of publishing organizations are not performing well on Bilibili.According to the performance of the publishing institution on Bilibili,this paper summarize the existing problems of book marketing for publishing enterprises on Bilibili: uneven content,blurred marketing positioning,and less interaction with users.In response to the problems of publishing enterprises existing in marketing activities on Bilibili,this paper is based on the characteristics of 4I theory and the characteristics of Bilibili,and puts forward optimization strategies correspondingly from the perspective of interesting principles,individuality principles,interaction principles,and interests principles,in order to provide the theoretical guidance and experience reference for publishing agencies to carry out marketing activities on Bilibili,and help publishing enterprises better carry out marketing activities in the context of media integration.