开辟阅读蓝海:“听”经济时代下公共图书馆阅读推广策略研究

Opening Reading Blue Ocean:Study on Public Library Reading Promotion Strategy in the Listening Economic Era

随着移动互联技术与网络的飞速发展,智能手机的普及,全媒体时代的来临,移动电台、移动听书平台迅速崛起,有声阅读复兴。从听书平台到移动电台再到微信平台,有声阅读呈现井喷涌现的局面。其中具突出代表性的有:听书平台"懒人听书"、移动电台"喜马拉雅FM"、微信公众号"新东方绘本馆"。这3大案例,在有声资源的建设模式上、有声阅读平台运行模式上、有声阅读营销推广模式上,呈现出一定的共性与差异。有声阅读解决的不仅是读者面对极度多样化信息不知从何处选择的焦虑,也缓解了读者想阅读却没有完整阅读时间的焦虑,既利用了碎片化的时间又释放双手和双眼,为此有声阅读市场前景十分广阔。

With the rapid development of mobile intemet technology and network, the popularity of smart mobile phone and all media era, mobile radio and mobile voicebook platform rise rapidly, and audio reading booms. The audio reading has sprung up recently, such as voicebook platform, mobile radio and Wechat. The outstanding representatives include： voicebook platform Lanrentingshu, mobile radio The Himalayan FM and Wechat public platform New Oriental Library. The three cases show a certain similadties and differences in the mode of audio resources construction, platform operation and audion reading promotion. Audio reading not only solutes anxiety that readers do not know how to choose when facing diverse information, but also eases anxiety that readers want to read but not have complete reading time, and use the fragmented time and release hands and eyes, so audio reading has a very broad market prospects.