Exploring the marketing strategy of books in short video platform based on SAVE

Abstract

For half a century, the traditional 4P theory has been serving for marketing. But such a marketing theory has long been unsuitable for the decentralized Internet era, which has shifted from transmitter-centered to recipient-centered. The SAVE model in content marketing can become a theoretical model that can be adapted to book marketing in the digital social media environment. In this paper, the SAVE theory is used as a framework to explore the marketing strategy of short-form video for books, and through systematic analysis and research of the head book list number, the marketing strategy of books in short-form video platform applicable to the present time is summarized.