摘要
近年来,短视频平台普及迅速且消费习惯变迁加速,直播带货逐步渗入图书行业并成为推动阅读推广的新力量。传统实体书店面对消费模式的变革,不断摸索融合路径,而直播电商则以互动性、场景感与即时反馈等优势重塑图书营销生态。当图书走进直播间,作家直接与读者对话,图书营销从单向推送转为双向互动,开启了营销策略创新的新路径。基于此,本文将针对直播电商模式对图书阅读推广的影响及营销策略创新展开探讨,旨在推动新时代背景下图书阅读的进一步推广。
In recent years, the popularity of short video platforms has been rapid and consumer habits have accelerated. Live streaming sales have gradually penetrated the book industry and become a new force in promoting reading. Traditional physical bookstores are constantly exploring integration paths in the face of changes in consumption patterns, while live streaming e-commerce is reshaping the book marketing ecosystem with advantages such as interactivity, scene awareness, and instant feedback. When books enter the live broadcast room, writers directly converse with readers, and book marketing shifts from one-way push to two-way interaction, opening up a new path for innovative marketing strategies. Based on this, this article will explore the impact of live streaming e-commerce models on book reading promotion and innovative marketing strategies, aiming to promote further promotion of book reading in the context of the new era.
出处
《电子商务评论》
2025年第7期1944-1948,共5页
E-Commerce Letters
