The rise of emerging social platforms, such as short videos, has brought new interactive relationships and consumption patterns, and the SIPS model, which adapts to users' consumption behavior in the digital age, has opened up new ideas for the marketing of books and other publications.

Short video platform book marketing based on SIPS mode can attract users' attention by creating emotional buzz, accurately confirm and strengthen users' needs by using big data, and then stimulate their desire to participate, prompting users to spontaneously implement purchase behavior and share word of mouth in the interactive process, thus achieving better marketing effect.

The traditional book marketing is limited to the offline communication in the form of pictures and texts, focusing on the seller's market, and the initiative of consumers has not been deeply explored.

With the continuous development of Internet and mobile intelligent terminals, it is inevitable that the traditional book marketing model will change to a new marketing model. More and more publishing houses are beginning to explore the road of integrated development of book sales and short video platforms, and "book+short video" has become a new trend of book marketing. For example, Random House created Penguin Book Channel on YouTube, and updated a new book trailer every month from 20 14. The trailer "Battle of the Roses" has been played nearly 200,000 times since it was launched [1]. 20 17 The Ship of S. Theseus by CITIC Publishing House won the praise and recommendation of 170,000 as soon as it appeared on the Tik Tok platform, and quickly became a celebrity book on the Internet, directly realizing the sales transformation. [2]

At the same time, in the increasingly socialized Internet, the lifestyle of the public has also undergone tremendous changes, and users pay more attention to real-time contact and information sharing interaction. User-centered SIPS model (sympathy-identification-participation-sharing &; Spread) follows the new consumption path in the era of mobile internet, and builds a multi-point, nonlinear two-way interactive network system between marketing subjects and users. Therefore, this paper constructs a short video platform book marketing model based on SIPS model, and discusses the new strategy of short video to help book marketing, thus providing reference for the current book marketing methods.