%0 Journal Article
%T 东方甄选图书直播营销对出版行业的启示与思考<br> The Enlightenment and Reflection of “East Buy Holding Limited” Book Live Marketing on the Publishing Industry
%A 钟燕婷
%J Journalism and Communications
%P 359-363
%@ 2330-4774
%D 2023
%I Hans Publishing
%R 10.12677/JC.2023.112055
%X 在过去，“主播 + 图书”产品介绍的模式，是图书直播营销的主流。现在东方甄选以“社交 + 电商 + 内容”创新了图书直播营销的模式，东方甄选的图书直播营销采取以人带书，让作者来到直播间推销自己的书籍，强大的在场感促进消费者的购买，大大提高了图书销售量，实现社会公益与商业发展的协同发展。文章基于图书直播营销的视角，首先分析了东方甄选直播带货对图书市场发展的积极作用，然后从用户及营销模式的角度去分析东方甄选直播营销模式的创新之处，最后探讨了为什么东方甄选会在直播营销中找到蓝海，以及这种新型业态直播带货对出版行业的启示与思考。<br />
In the past, the “anchor + book” product introduction model was the mainstream of book live streaming marketing. Now, East Buy Holding Limited has innovated the book live streaming marketing model with “social + e-commerce + content”. East Buy Holding Limited’s book live streaming marketing adopts a people-oriented approach, allowing authors to come to live streaming rooms and promote their books. This strong presence promotes consumer purchases and greatly increases book sales, achieving coordinated development between social welfare and commercial development. The article is based on the perspective of book live streaming marketing. Firstly, it analyzes the positive role of East Buy Holding Limited’s live streaming sales in the development of the book market. Then, using the perspectives of users and marketing models, it analyzes the innovative aspects of East Buy Holding Limited’s live streaming marketing model. Finally, it explores why East Buy Holding Limited has found a blue ocean in live streaming marketing, as well as the inspiration and reflection of this new business form of live streaming sales on the publishing industry.
%K 图书直播，出版，东方甄选<br> Live Streaming
%K Publishing
%K East Buy Holding Limited
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=67469