【作者】 高远；

【导师】 孙玮；

【作者基本信息】 广西师范大学 ， 出版， 2025， 硕士

【摘要】 在媒介技术迭代与用户注意力迁移的双重驱动下,短视频平台的直播间已发展成为文化产品进行内容传播的核心场域。处在数字出版转型期的各大出版机构纷纷入局直播行业,在品牌宣传难以破圈和头部达人佣金过高的双重压力下,开始尝试自播,通过“人+货+场”的运营逻辑,开辟出价值增长的新路径。广西师范大学出版社既是文化产品的生产者,同时又是作为国内出版领域的标杆性机构,在文化产品营销的创新路径上做出尝试。自2024年6月起正式成立直播电商团队,布局抖音、小红书、视频号等短视频平台自播业务,实现出版物的场景化传播与知识服务的立体化延伸。本研究从文化市场营销的角度聚焦该社在短视频平台的自播实践,通过对出版社目前已开播的三大平台——抖音、小红书、视频号的直播数据、粉丝画像、产品矩阵、流量来源的后台数据进行分析,发现目前广西师范大学出版社在短视频平台进行自播处于主播专业性与用户运营缺乏适配性、产品结构与供应价格不匹配和物流成本高、付费流量转化低等困境之中。对此提出三点对策建议:以人为本,深度绑定用户信任纽带;以货为主,用价值感走出价格困局;以场为中心,线上线下协同赋能直播间,打通“短视频+直播”营销通道。出版机构总会面临文化价值坚守与流量算法驯化、内容深度与碎片传播特性的矛盾,本文通过研究广西师范大学出版社的自播实践,尝试为同类机构提供可复用的营销路径:重视团队,建立主播和运营双重梯队;提升内容质量,拒绝低价同质化;关注变化,布局有潜力的平台;协同创新,提高系统的组织能力。更多还原

【Abstract】 Driven by the dual forces of media technology iteration and user attention migration,the live streaming rooms on short video platforms have evolved into a core arena for cultural products to disseminate content.Major publishing institutions undergoing digital transformation have entered the live streaming industry.Faced with the dual pressures of stagnant brand outreach and exorbitant commissions for top influencers,they have begun experimenting with self-streaming operations.By adopting the operational logic of“people+goods+place”,they are forging new pathways for value creation.As both a cultural product producer and a benchmark institution in China’s publishing sector,Guangxi Normal University Press has pioneered innovative approaches to cultural product marketing.Since June 2024,it has officially established a live-streaming e-commerce team,expanding self-streaming operations on platforms like Douyin,Xiaohongshu,and We Chat Video Channels.This initiative enables scenario-based dissemination of publications and multidimensional extension of knowledge services.From the perspective of cultural marketing,this study examines the press’s short-video platforms self-streaming practices.Through analysis of backend data—including live-stream metrics,audience demographics,product portfolios,and traffic sources—from its three operational platforms(Douyin,Xiaohongshu,and We Chat Video Channels),the research identifies current challenges:mismatches between host professionalism and user engagement strategies,discrepancies between product structures and pricing models,high logistics costs,and low paid traffic conversion rates.Three strategic recommendations are proposed:1)Human-centric approach:Deepen user trust through personalized engagement;2)Product-focused strategy:Leverage value perception to transcend pricing constraints;3)Context-driven integration:Synergize online and offline resources to empower live-streaming channels,thereby bridging"short video+live streaming"marketing pathways.Publishing institutions perpetually grapple with tensions between preserving cultural value and adapting to algorithmic traffic logic,as well as balancing content depth with fragmented communication dynamics.Through the case study of Guangxi Normal University Press’s self-streaming practices,this paper proposes replicable marketing pathways for peer organizations:prioritize team-building with dual talent pipelines for hosts and operations;elevate content quality to avoid commoditized pricing traps;monitor market trends to capitalize on emerging platforms;and foster collaborative innovation to enhance systemic organizational capabilities.更多还原