微博营销在阅读推广中的应用探析

The Application of Microblog Marketing to the Promotion of Reading

微博的出现与发展极大地改变了互联网信息的传播模式,成为企业市场营销的重要工具,也给图书馆阅读推广带来了新的营销模式和机遇。论文分析了微博营销的特点,从了解用户需求、进行资源推介、维护馆读关系、提升品牌认知度、危机公关等方面剖析微博营销在阅读推广中的应用价值,并提出具体的营销策略。

The communication mode of Intemet has been greatly changed with the development of microblog, which has been an important tool for the enterprises＇ marketing and also brought a kind of new marketing mode and opportunity for the promotion of library reading. This paper analyzes the feature of microblog marketing and the applied value of microblog marketing to the reading promotion from the following aspects, such as user＇s needs, resources recommendations, protection of library-reading relation, brand recognition, crisis public relation, etc, and then the specific marketing strategy is put forth.