Nowadays, it has become the norm for publishing organizations to take the live broadcast marketing route. Through literature research and case study analysis, the article explores the positive role of live broadcast marketing in enhancing book sales and brand awareness from the reconstructed “people-goods-field” marketing theory in the context of new retail, and points out the problems existing in the marketing mode of “publishing + live broadcast”, including the improper “goods” selection strategy, ignoring the consumer’s potential demand for “content goods”; poor effect of “field”; poor operation of “people” -community operation and poor user viscosity. Scientifically locate consumer needs and create a high-viscosity private community; seek differentiated market positioning, select products, explore the value of books, stimulate the potential needs of users, do a good job of “content merchandise” planning, show the characteristics of the content, utilize the cross-border marketing of other industries, and seize the hotspots to feed the “Publishing + Live” marketing; and use technological empowerment and scenario-based strategies. Finally, it is concluded that publishing institutions need to Improve these issues, make full use of the advantages of live broadcast marketing, and promote the digital transformation and sustainable development of the publishing industry.