IP赋能图书馆营销创新发展研究

Research on the Innovation and Development of IP Enabled Library Marketing

文化IP的兴起与热潮,催生出现象级营销案例,探究IP赋能图书馆营销的创新发展,对新时代环境下创新图书馆营销手段、打破图书馆营销出圈困境、重塑图书馆形象与价值定位有着重要的意义。论文梳理分析IP赋能图书馆营销的内涵与价值,并在SIPS消费者行为模型的基础上构建图书馆IP营销模式,针对模式的四个环节,论文从内容、形式、互动、传播四个维度提出IP赋能图书馆营销的实施策略,以期为图书馆开展IP营销实践提供参考和借鉴。

The rise and upsurge of cultural IP has given birth to a phenomenal marketing ecology.Exploring the innovative development of library marketing enabled by IP is of great significance for innovating library marketing means in the new era,breaking the dilemma of library marketing,and reshaping library image and value positioning.This paper sorts out and analyzes the connotation and value of IP-enabled library marketing,and constructs a library IP marketing model based on the SIPS consumer behavior model.Aiming at the four aspects of the model,it finally puts forward the implementation strategy of IP-enabled library marketing from the four dimensions of content,form,interaction and communication,in order to provide reference and reference for libraries to carry out IP marketing practice.