“碎片化”时代图书馆微电影的传播策略探析

Analysis on the Dissemination Strategies of Library Micro-film in the Era of Fragmentation

图书馆微电影传播迎合了"碎片化时代"用户对"碎片化"信息的需求,具有水准高、可看性、便利性、互动性等众多特点优势,利于图书馆资源和服务的宣传与推广。它的兴起源于国际图联的倡导、传播技术发展的支撑、用户碎片化阅读的需求、非图书馆经验的借鉴。图书馆微电影的传播现状不容乐观,其传播策略主要从3个方面进行探讨:以人为本、内容为主、靠创意取胜;构建整合立体化营销;加强自律建设与健全监督管理制度体系等。

Catering for readers＇ demand on fragment information in the era of fragmentation, library micro-film has showed some characteristics such as high standard, convenience, interactivity and being worth watching, which can greatly help libraries disseminate their resource and service. Based on the initiation of International Federation of Library Associations and Institutions, the support of the development of dissemination technology, readers＇ demand on fragment reading as well as the non-library experience, micro-film has become more and more popular. However,the dissemination of library micro-films has also faced some problems. This paper analyzed its dissemination strategies from the following three aspects： readers-oriented, content-based and initiation-first; building the system of three-dimensional marketing; strengthening the system of self-discipline and supervising.