图书馆阅读推广活动运营策略及运用现状研究

Research on Operation Strategy and its Application of Library Reading Promotion Activities

阅读推广服务是图书馆基础性服务之一,世界读书日是图书馆开展阅读推广活动的重要节点。本文引入互联网界运营的相关理念,基于40所图书馆在2019年"4·23世界读书日"开展的阅读推广活动,从"拉新""留存"和"促活"三个目标维度挖掘图书馆为实现目标采用的不同策略,以及目标和策略间的关系,并探讨各类型图书馆的策略偏好,以此为图书馆完善和优化其活动运营策略提供参考。图1。表3。参考文献15。

Reading promotion service is one of the basic services of the library.World Book and Copyright Day is an important node for reading promotion activities.This article is based on the reading promotion activities of40 libraries in the"4.23 World Book and Copyright Day"in 2019,introducing the relevant concepts of the operation of the Internet community,starting from the three goals of"drawing new","retaining"and"promoting"in library reading promotion activities,mining the different strategies used to achieve goals,sorting out the relationship between goals and strategies,and exploring the strategic preferences of various types of libraries,so as to provide reference for libraries to improve and optimize their operational strategies.1 fig.3 tabs.15 refs.