随着移动技术的发展，营销方式不断变化和升级，逐渐由线下转为线上。诞生于2016年的直播也在2020年新冠疫情爆发后达到高潮，各行各业借助直播营销方式进行产品和服务宣传，出版行业亦如此。出国考试类图书属于出版领域中教育类、教辅类图书，随着改革开放后我国留学事业的发展而前进。近些年，出国考试类图书的出版机构也纷纷尝试采用网上直播的方式来进行图书宣传。如何将直播营销效果最优化是各出版机构在管理和实践中重要的研究内容。

本文梳理图书直播现状，介绍出国考试类图书的整体情况，针对出国考试类图书出版公司Z出版公司在直播上的操作方式，基于STP理论分析该公司所在其领域的市场细分、目标产品定位、营销战略，结合新4C理论和网络整合营销4I原则分析其直播存在的问题并提出优化建议，以寻求Z出版公司健康的营销方式，充分传递产品信息，来满足消费者的需求，促进公司快速发展。

首先，基于STP理论分析Z出版公司的产品以出国考试的语言类考试雅思、托福相关图书为主，分为词汇类、单科技巧类、真题练习&解析类、套题练习几类，针对人群以00后初高中以上学生为主，他们是Z出版公司直播的主要对象。其次，为了深入了解问题，笔者访谈了Z出版公司的直播相关工作人员，并发放调研问卷给200位在2018年到2021年间看过Z出版公司直播的学生、家长等，收回有效问卷178份，从内外两个角度分析Z出版公司的直播情况，结合新4C理论和网络整合营销4I原则总结出Z出版公司的直播中存在的场景营造不足、内容缺乏创新、社群挖掘不足和直播连接深度不够四个维度的问题。最终，同样结合新4C理论和网络整合营销4I原则，针对Z出版公司在直播中出现的问题做出一一对应的优化建议：通过规范背景设置、缩小直播平台选择等方式优化场景设计，通过引入技术、调节内容等方式实现内容创新，以规范直播流程并沉淀、利用数据来深度挖掘用户，通过培养主播并增加他们在直播中、直播后与观看者的互动来增加连接。

本文结合新4C理论和网络整合营销4I原则来分析出国考试类图书公司中最先涉足直播营销的Z出版公司在直播中的问题和优化方案，为出版业的直播营销研究提供了理论视角的同时为这些理论增加了小众领域的新案例，并且对Z出版公司，教辅类、教育类出版机构及有图书出版业务的培训机构都有现实指导意义。

The methods of promotion are changing from offline to online with the development of technology. Since 2020, when COVID-19 pandemic broke out, all industries, including publishing industry, resorted to livestream to promote their productions or services. Overseas-study oriented books belong to the category of educational and test-oriented books, which are moving forward with the development of our country’s studying abroad industry. Overseas-study oriented books companies began to try to promote their titles through livestreaming and how to improve their business through livestream has become an important issue among the companies.

This paper introduces the current situation of books livestream, overseas-study oriented books and fucuses on the livestream of Z Publishing Company, one of the first overseas-study oriented books companies that tried livestream to promote products.

Based on STP Model, Z Publishing Company positioned its products and promotion activities at students over junior high and senior high who will study abroad in the near future, and of English ability tests such as IELTS and TOEFL. The existing problems in livestream are found out through interviews with sales in the company and questionnaire survey, and solutions are put forward. New 4C Model and 4I Principle of Integrated Marketing Communication are applied. The problems Z Publishing Company is facing with are poor context, lacking innovative content, community not fully explored for not able to reach all the potential audience and serve them well, and the failure in connecting the audience. Accordingly, the paper provides the optimizing advice to the company are improving the context by setting up some rules and standards to the context, narrowing down the platform choices, and cultivating new hosts; adding some innovation to the content of the livestreaming by some actions like introducing VR to improve the live effect, making adjustment to the live content, and being fully planned in advance; exploring the viewers by standard promotion procedures and using big data; connecting the hosts with the audiences by cultivating livestream staffs and increasing the frequency of communication during the live show, etc.

      This dissertation describes the problems and the solutions of the first-trying-livestream overseas-study oriented books publishing company Z, which will give really significant guidance to Company Z, other educational books publishing companies and training companies that involve publishing business.