科技与出版Issue(3)：27-34,8.
新局面下的多方求索:2024年的出版营销与运营
Exploring Multiple Pathways in the New Situation:Publishing Marketing and Operation in 2024
摘要
Abstract
The book retail market in 2024 experienced a modest decline following the tentative recovery of 2023,indicating the continued impact of social media on traditional book consumption spaces.However,propelled by technological advancements,innovative concepts,and policy developments,the publishing industry has expanded its marketing strategies beyond conventional book-centric models,with operational models evolving from conventional publishing institutions into multifunctional cultural complexes.The publishing industry's marketing and operational landscape in 2024 demonstrates five defining characteristics.First,the development of proprietary marketing channels,particularly by live streaming,has become standard practice for publishing institutions'strategies.In implementation,short videos and live streaming platforms remain the predominant approaches,offering extensive reach and real-time interaction capabilities.While establishing proprietary marketing channels facilitates the creation and maintenance of authentic private domain traffic,it necessitates substantial resource investment from publishing institutions.Second,publishing-integrated educational tours—emerging from the synergy of publishing and cultural tourism—are entering a phase of dynamic growth.The business models for educational tours adopted by publishing institutions can be broadly categorized into three types:comprehensive,niche-focused,and intellectual property(IP)derivative.In 2024,while scaling up their development,these three categories-have demonstrated notable characteristics,including brand-building efforts,international expansion,and the integration of digital intelligence technologies.Third,the youth-driven Gu Zi Economy has emerged as a notable phenomenon in the publishing industry.The"Generation Z"group within the animation,comic,and game(ACG)community constitutes the primary consumer base for"Gu Zi".This demographic demonstrates high willingness to invest in their interests and values emotional connections.As a spiritual consumer product,"Gu Zi"precisely addresses these consumption preferences.The publishing industry is exploring this market through IP-bundled marketing and bookstore scene-based transformation to engage young consumers.However,challenges such as market homogeneity,IP dependence,and copyright infringement require careful market attention.Fourth,cultural-creative product development continues to advance through integrated marketing strategies.In 2024,cultural-creative marketing initiatives within publishing institutions have exhibited two key trends:the diversification of product categories,and the institutionalization of dedicated cultural-creative brands and specialized teams within the publishing industry's operational framework.Fifth,AI technology is facilitating comprehensive innovation throughout the industry's value chain,fostering the formation of new quality productive forces.At the macro level,AI facilitates the publishing industry's transformation toward intelligent,digitalized,and precision-oriented operations.At the micro level,it restructures each operational phase—from topic selection and planning through content creation,editing and proofreading,to marketing and promotion.Looking toward 2025,despite initial indicators suggesting continued sluggishness in the book retail market,policy support and technological innovation present opportunities for the publishing industry to potentially reverse this declining trend.关键词
出版营销/出版研学/谷子经济/新质生产力/直播Key words
publishing marketing/publishing-integrated educational tour/Gu Zi economy/new quality productive forces/live streaming引用本文复制引用
王鹏飞,褚晓雨..新局面下的多方求索:2024年的出版营销与运营[J].科技与出版,2025,(3):27-34,8.基金项目
河南省哲学社会科学一般项目"百年中国书展研究"(2021BXW005). （2021BXW005）
