基于用户信息行为的图书馆体验营销策略探析

Analysis on Experiential Marketing Strategy of Library Based on User Information Behavior

图书馆体验营销应以用户信息行为过程的主要阶段(信息需求-信息查寻-信息交流-信息吸收)为线索,集中关注读者非逻辑思维形式下,凭兴趣刺激而产生的、具有随机性、波动性的信息行为,并据此制定图书馆体验营销策略——设计体验营销主题,把握用户信息需求;营造特定检索情境,提升信息查寻体验;完善信息交流平台,实现用户体验价值;拓宽信息吸收形式,增强用户感官体验,进而实现图书馆"赢得用户信任、培养用户忠诚、提高资源利用、确立竞争优势"的工作目标。

Experiential marketing in library should be carried out with the clue of the main stages of user information behavior process, which is information need--information seeking--information communication--informa- tion absorhing. It should concentrate on the readers random and fluctuant information behaviors caused by their interest and excitement under illogical thinking, according to which the library set out its experiential marketing strate- gies-designing the topic of experiential marketing to hold the information need of users; constructing the special search environment to promote the experience of information seeking; completing the platform of information communication to realize the users experience value; enlarging the forms of information absorbing to enhance the users＇ sensatory experience, and then the library could achieve its employment objective, which is ＂winning user trust, culturing user loyalty, increasing the ratio of resource utilization, establishing its own competition dominance＂.