Author(s)

Lu Wei

Corresponding Author

Lu Wei

ABSTRACT

Every Media Revolution Will Lead to a New Round of Marketing Revolution. as a New Way of Media Communication, Webcast Quickly Captured a Large Number of Audiences with Its Comprehensive and Rich Audio-Visual Experience and Real-Time Zero Distance Interactive Experience. with the Rapid Development of Network Live Broadcast, Its Economic Value and Marketing Value Are Increasingly Prominent, Many Industries Have Tried Network Live Broadcast Marketing. the Publishing Industry is Also Following the Trend of Media Change, Introducing the Marketing Mode of Innovative Books and Brands of Online Live Broadcast, Forming the Online Live Broadcast Marketing Path of the Publishing Industry Centered on Online Live Broadcast. the Complete Path of Online Live Broadcast Marketing in Publishing Industry Includes Planning, Publicity, Preheating Before Live Broadcast, Implementation of Live Broadcast Activities, Connection of Live Broadcast and Cash Channel, and Secondary Marketing after Live Broadcast, Etc. Looking At the Marketing Path of Online Live Broadcast in Publishing Industry, It is the Non-Linear, Two-Way Interactive Marketing Mode Based on Sicas Consumer Behavior Model. in Addition, the Study Found That the Publishing Industry Combined with Its Own Online Live Marketing Needs, Actively Expanded in the Stage of “Brand and User Mutual Perception” and “Experience Sharing” of Sicas Model, Forming Five Stages of Sicas Model with Publishing Characteristics. These Five Stages Are Respectively “Prophase Publicity, Audience Matching”, “Interest Fit, Communication Stimulation”, “Information Interaction, Audience Connection”, “Demand Formation, Marketing Realization”, “Experience Sharing, Secondary Marketing”. Integrating the Relevant Factors of the Platform and the Type of Online Live Broadcast of Publishing Enterprises, Each Online Live Broadcast Marketing Mode Has Its Advantages and Disadvantages.

KEYWORDS

Webcast, Marketing Path, Platform Characteristics, Marketing Mode