基于4C理论的公共图书馆阅读推广活动创新研究——以广州图书馆“健康大讲堂”为例

Innovation Research on Reading Promotion Activities of Public Library Based on the 4C Theory——Taking "Healthy Lecture" of Guangzhou Library as an Example

基于4C营销理论,对广州图书馆阅读推广品牌活动"健康大讲堂"开展案例研究,分析公共图书馆开展品牌活动营销时需要注意的4个关键因素:顾客、成本、便利、沟通,并提出重视读者诉求、创新活动内容,拓展合作空间、控制活动成本,优化管理手段、提供便利服务,加强沟通交流、提升服务实效等营销策略,以期为图书馆创新品牌活动推广提供参考。

Basing on the 4C Marketing Theory,the paper carries out a case study in a brand activity of Guangzhou Library named"Healthy Lecture"which in order to promote a reading form.The paper focuses on researching the four key factors which means consumer,cost,convenience and communication that public library need to pay attention when carry out the brand marketing activities.The paper puts forward marketing strategies of pay attention to the demands of readers,innovate the contents of activities,expand cooperation space,control the cost of activities,optimize management means,provide convenient services,strengthen communication and exchange,and improve service effectiveness,in order to provide reference for library innovating brand activity.