新媒体时代下图书短视频营销策略研究
Research on Short Video Marketing Strategies for Books in the New Media Era

随着互联网及数字技术的快速发展，图书营销迈入新媒体时代。短视频平台作为新媒体时代重要的传播工具，凭借其用户规模庞大、社交属性强以及传播速度快等特征成为图书营销的重要渠道，为图书营销提供便利。但结合图书短视频营销实际情况不难发现短视频的潜力尚未得到充分的挖掘利用。为探索新媒体时代下图书短视频营销优化策略，本文在分析新媒体时代下图书营销格局如消费关系转变等变化的基础上，结合当前图书短视频营销的现状，指出图书短视频营销过程中存在内容同质化、用户互动机制缺失、运营专业性不足以及渠道过于单一等问题。针对这些问题，提出针对性的改进策略，以期为出版社提升短视频营销能力提供借鉴参考，促进图书出版行业的可持续发展。
With the rapid development of the internet and digital technologies, book marketing has entered the new media era. Short video platforms, as pivotal communication tools in this era, have become a vital channel for book marketing due to their massive user base, strong social engagement, and rapid dissemination capabilities, which provides convenience for book marketing. However, practical observations reveal that the potential of short video marketing in the publishing industry remains underexploited. To explore optimization strategies for book-related short video marketing in the new media context, this study first analyzes the evolving landscape of book marketing, including shifts such as the transformation of consumer relationships. Building on an examination of current practices, it identifies key challenges: homogenized content, insufficient user interaction mechanisms, lack of operational expertise, and over-reliance on a single platform. To address these issues, the paper proposes targeted improvement strategies aimed at enhancing publishers’ short video marketing capabilities. These strategies provide actionable insights to promote sustainable development in the book publishing industry by aligning with the dynamics of the new media ecosystem.