全媒体时代高校图书馆的营销策略研究

Research on the Marketing Strategy of University Libraries in the All-Media Age

《2012年北京师范大学图书馆毕业生寄语》经过各种媒介的广泛传播,在2012年全国高校毕业季活动中脱颖而出,获得一致好评,更是高校图书馆营销的一大成功案例,拉近了图书馆与用户的距离,大大提升了用户对高校图书馆的认同感、亲切感。高校图书馆应采取诸如借助特定时机,主动设置议程;引入湿营销理念,吸引目标用户群体关注并参与;融合全媒体的集成效应,引爆病毒式营销;开放心态、重视舆情监督与引导,并快速响应等营销策略,提高服务的满意度、知名度和美誉度。

＂2012 Wishes from Beijing Normal University Library to Graduate＂ was widely disseminated through various medias, paled others by showing its ability and talent, and gained unanimously praise in 2012 college graduation season activities. It is the successful case of the university library marketing. It has closed the distance between libraries and users, and greatly enhanced the acceptance and cordial feeling of users to the university library. University libraries should adopt following marketing strategies to improve the satisfaction, the popularity and the reputation of services,such as setting up the agenda initiatively with the help of specific timing, introducing the wet marketing idea to attract the attention and participatory of target users, integrating the integrated effect of all-media to detonate the viral marketing, opening mind and paying more attention to the supervision and guidance of public sentiment, and responding quickly.