Research On Book Live Marketing Strategy Under The Perspective Of Scene Theory

The rapid development of Internet technology and mobile terminal technology has changed the original commodity marketing model.In the publishing field,the form of "live streaming + books" has become the most popular marketing model.Many publishing and distribution institutions have been stationed in Tik Tok,AAuto Quicker and other short video platforms to carry out live book marketing.How to build a scene adapted to this industry has become a major problem that hinders the transformation and upgrading of publishing organizations.This paper takes the high-volume live book accounts on the Jitterbug platform as the research object,and studies the scene construction of live book marketing on the Tik Tok based on the scene theory,the case study method,participatory observation method,and in-depth interview method.The research found the book live marketing in the strategy of scene construction mainly from three aspects of content scene,social scene,consumption scene on the Tik Tok,through the precise positioning of content production,the interaction of the whole process of live broadcast,high performance live team collaborative operation and other strategies to create an immersive virtual shopping and consumption scene for users.In addition,through an in-depth investigation of the role played by scenarios in book live marketing,it is found that the content scenario can realize the effective connection between content and users,the social scenario reshapes the emotional connection and communication relationship between subjects,and the consumption scenario realizes the three-dimensional and multi-level immersive shopping experience for users,which is prompted by a series of elaborate scenario construction strategies.At the same time,the study also found that the current Jitterbug book live marketing in scene construction there are still problems of anchor identity debugging and scene tonal conflict,insufficient thinking of scene connection,serious homogenization of content scene,and lack of effective interaction.Therefore,Tik Tok book live broadcast needs to further optimize the application and development of this element of scene in book live marketing by improving the comprehensive quality of anchors,improving the effectiveness of virtual community services,mining high-quality scene content,and strengthening the emotional interaction with users.