公共图书馆从“我存在”到“我成长”的跨越转变——基于声浪传播理论的图书馆营销推广新概念

Changeover of the Public Library from“Existence ”to“Growth ”: New Conception of Library Marketing Promotion Based on the Voice Propagation Theory

公共图书馆的推广与发展需要借助相关的营销传播理论来解决其大众认知度偏低的问题,以保证公共图书馆成功向知识共享空间发展的未来趋势。文章在"公共图书馆的推广与建设可以参照星巴克的成功经验"的分析基础上,引入了中国学者自己提出的声浪传播理论,建立了公共图书馆"声浪圈";并分析了公共图书馆实现推广宣传的路径:从发声点(作为第三空间的公共图书馆)出发,立足图书馆读者需求(读者洞察),通过系列传播活动(logo设计、一对一传播、网络枢纽、公关传播等),形成图书馆品牌声浪,最后实现一个目标,即大众成为图书馆的"常客",大众与图书馆之间建立稳定的关系,图书馆成为一个"聚人气儿"的地方。

In order to resolve the low public awareness of the public library, and ensure the future trend that the public library transfers to the knowledge sharing space successfully, the promotion and the development of a public library need marketing theory and communication theory. Based on the conclusion of that the promotion of public library can take example of the success of Starbucks, the paper introduces the Voice Propagation Theory that our Chinese proposed, and builds public library ＂Voice Circle＂ and analyzes the implementation path of the library promotion： starting from the vocal point （public library as the third space）, based on the needs of the users of the library （ reader insight）, getting through of series of activities of transmission （logo design, one-to-one promotion, network hub, public relation, etc. ）, and then forming library brand voice, and realizing one goal that the readers become the regular readers and the library becomes a popular place for the public, and the readers make a strong relationship with the library at last.