Abstract:

From the characteristics of platform economy and operational mechanism， the

paper analyzes the platform shift of the marketing channels of the publishing industry， and

considers that the traditional publishing marketing model is not applicable to the platform

mechanism. According to the characteristics of the platform， we need to broaden the ideas

of publishing live broadcast operation around the core resources of the industrial chain， and

actively explore customized publishing according to the characteristics of the live broadcast

platform.

CLC Number: 

• G235