出版社直播带货营销模式现状——以抖音直播间图书直播带货为例
The Current Status of Publishing House Live Streaming Sales Marketing Model——Take Tiktok Studio as Example
刘诗怡1
作者信息
摘要
传统书业走进直播间,不仅是出版社在快时代下主动为图书销量拓展销售渠道求新求变,也是被动地应对实体书店销量不佳造成的影响.当前,抖音成为出版社线上销售图书的重要渠道.直播带货已成为出版社最热门的营销模式之一,但图书直播带货这一营销手段也面临着行业门槛过低、直播内容低俗、打价格战破坏市场等问题.如何不破价,也能把图书卖好成为出版社线上销售的难题.寻求图书直播营销规范化、专业化,使得出版社直播带货可持续创新发展,已成为当务之急.
Abstract
The traditional book industry has entered the live broadcast room,which is not only the publisher's initiative to expand the sales channels for book sales in the fast era,but also passively respond to the impact of poor sales of physical bookstores.At present,Tiktok has become an important channel for publishers to sell books online.Live streaming sales have become one of the most popular marketing models for publishing houses,but this marketing method of book live streaming sales also faces problems such as low industry barriers,vulgar live streaming content,and price wars that damage the market.How to sell books well without breaking the price has become a problem for publishers to sell online.It has become a top priority to seek the standardization and specialization of book live streaming marketing to ensure the sus-tainable innovation and development of publishing houses'live streaming sales.
关键词
直播带货/带货模式/影响因素/出版营销Key words
sell goods through live streaming/mode of selling goods/influencing factors/publishing mar-keting引用本文复制引用
出版年
2024
NETL
NSTL
万方数据