基于5R理论的图书馆微博推广策略研究

Research on Library's Micro-blog Promotion Strategy Based on 5R Theory

通过对传统4R营销理论的解析,构建了微博推广的5R理论模型,从关联(Relevance)、反应(Reaction)、关系(Relationship)、风险控制(Risky Control)和回报(Reward)5个维度,探讨了图书馆在微博推广过程中应采取的应用策略。

Through analyzing traditional 4R marketing theory, this paper constructs 5R theoretical model for micro- blog promotion, and from five dimensions of relevance, reaction, relationship, risky control and reward, probes into the application strategies that should be adopted by the library in the course of micro-blog promotion.