Research on Book Marketing Strategies of Video Account Platform in the New Era: A Case of People’s Literature Publishing House

Abstract

With the diversified development of new media platforms, the WeChat platform, boasting over 1 billion users, has revealed the potential of the “publishing + Video Account” model to publishing institutions, which have all ventured into marketing on the Video Account platform and improved their communication matrix systems. This paper analyzes the background, current situation and existing problems of book marketing on the Video Account platform of People’s Literature Publishing House, and explores the corresponding book marketing strategies based on the 4C marketing theory model. In the era of digital marketing, People’s Literature Publishing House should create high-quality short videos, enhance the depth of user experience and strengthen the stickiness between the publishing institution and its users. In addition, it should conduct in-depth cooperation with universities and research institutions to cultivate marketing talents.