基于微电影的图书馆社会化媒体营销策略

Library Social Media Marketing Strategy Based on Micro-film

以网络媒体上具备整体策划、系统制作、完整情节的52部图书馆微电影为研究样本,从微电影的物理属性、内容形式、宣传方式、图书馆类型4个方面进行调查研究,指出在微电影制作的取名、徽标、内容与形式环节存在着不完善的因素,在视频制作来源、视频形式、微电影宣传方式方面存在营销目的不明确的问题。以解决实际问题为出发点,提出打造长效微电影创作团队,建立长期的播放与宣传机制,增强读者观看的便捷性的基于微电影的图书馆社会化媒体营销策略。

This paper takes 52 library micro-film from network media as the studied sample. The studied micro-film have entire plots and complete stories and were produced systematically. This study focuses on four aspects to investigate selected micro-film, including physical property, content format, advertising method and library type. It is analyzed that library micro-fihn social media marketing mode has incomplete elements in the aspects of name of producing micro-film, logo. film contents and fihn formats, and unclear marketing purposes exist in video making source, video format and micro-film advertising methods. Regarding library social media marketing strategy based on micro-film, it is recommended that we should take solving actual problems as the starting point, forge the long-term micro-film making team, establish the long-term broad-casting and advertising mechanism as well as facilitate readers to view the micro-film in a more convenient manner.