社会化媒体情境下图书馆营销战略实施研究

The Study on Implementation of Library Marketing Strategy in Social Media Era

通过对国内外图书馆社会化营销现状的分析,了解当前图书馆各种形式的宣传和营销方式以及在社会化营销战略实施中存在的问题,从整体营销流程设计、营销工具、营销形式几个方面探究社会化营销的必备要素和战略实施,以对图书馆社会化营销战略层面、实施层面以及细节层面提出新的要求。

Through the analysis of marketing status of libraries at home and abroad, the paper discusses the various forms of publicity and marketing as well as problems in the implementation of social marketing strategy in current libraries. From the marketing program design, marketing tools, and marketing forms, it explores the essential elements and the new situations in carrying out social marketing, and puts forward new requests on marketing strategic level, operational level and the level of detail in the library social marketing.