4I模型对高校图书馆阅读推广的启示——以四川大学图书馆阅读推广系列活动为例

The Enlightenment of the 4I Marketing Mode in the University Library Reading Promotion:Taking a Series of Sichuan University Library Reading Promotion Activities as an Example

[目的/意义]探索Web 2.0时代高校阅读推广工作的创新思路和模式。[方法/过程]引入营销学4I模型为指南,以四川大学系列阅读推广活动为例,用案例研究的方法逐一论证4I模型理论对于高校图书馆阅读推广的实践意义。[结果/结论]4I模型作为互联网时代的新型营销理论,用于指导当代高校阅读推广工作,可以带来工作思维和方法的创新并取得良好收效。

[ Purpose/significance] This paper aims to explore innovative ideas and patterns of reading promotion in universities in the Web 2.0 era. [ Method/process] Bringing in the 4I Mode as a guidance, taking a series of reading pro- motion activities in Sichuan University as an example, with the case study method, the writer individually demonstrated the practical meaning of using the theory of the 4I Mode in the university library reading promotion. [ Result/conclusion ] The 4I Mode being a new marketing theory in the Internet age, using the 4I Mode to guide the reading promotion in univer- sities is to bring innovation in work thinking and work methods and of good effectiveness.