图书馆阅读推广营销手段探析

Research on Marketing Strategies of Library Reading Promotion

推广阅读是图书馆的重要职能之一。本文在客观分析了新时期读者阅读需求行为特点及当代图书馆发展变化的基础上,提出了采用"嵌入式营销"、"手机阅读营销"、"品牌营销"、"网络视频营销"几种现代营销手段促进阅读推广,同时较为详细阐述了这些营销手段的具体实施方法及效果。

Reading promotion is one of the important duties of library. Based on objective analysis on the readerg behaviors of their reading requirements and the contemporary development of library, the article proposes that various modern marketing strategies, such as ＂embedded mode＂, ＂reading on mobile phone＂, ＂brand marketing＂, ＂mode of network video＂ and so on, which would be helpful to library reading promotion. At the same time, it elaborates the concrete ways to carry out these marketing strategies and their effects.