高校图书馆微博营销策略研究——以清华大学图书馆为例

A Research on Microblogging Marketing Strategy of Academic Libraries —A Case Study of Tsinghua University Library

在数字时代,互联网的飞速发展和微博用户规模的急剧扩大,为高校图书馆读者服务工作带来了新的挑战和机遇。微博已经成为高校图书馆自我宣传和营销的重要平台。文章论述了在高校图书馆开展微博营销的理论背景和可行性,并以我国高校图书馆微博推广的典型代表———清华大学图书馆为例,对其微博营销取得的效果和采取的策略进行了分析研究,从中探讨我国高校图书馆利用微博进行营销推广的新模式。

In the digital age, the rapid development of the Internet and the expansion of the scale of microblog users have brought new challenges and opportunities for the service for readers of academic library. Microblog has become an important platform for marketing and promotion of academic library. The article discusses that the theoretical background and the feasibility of carrying out the microblog marketing in academic libraries, and takes the typical microblogging marketing in academic libraries in china, Tsinghua University Library as an example to analyze its microblogging marketing achievements and the strategies, aiming at exploring a new model of microblogging marketing in Chinese academic libraries.