基于内容营销的图书馆数字阅读推广模式研究

Study on Digital Reading Promotion Model of Libraries Based on Content Marketing

随着图书馆应用推广的不断发展,内容营销已经作为各大图书馆主要的发展战略之一,通过内容营销来拓展图书馆阅读领域已经成为一种趋势。本文阐述了图书馆内容营销的内涵,分析了以用户服务、以多媒体资源为主要内容的两种图书馆内容营销模式,并从数据资源、个性化服务和管理平台服务3个方面阐述了基于内容营销的图书馆数字阅读推广模式的服务内容,最后对常见的问题如读者反馈意见重视程度、内容营销缺乏亲和力、营销手段的综合运用缺乏等问题进行分析,为提升图书馆数字阅读内容营销效果及向用户提供更优质服务打下基础。

With the continuous development of library application and promotion, content marketing has been one of the main development strategies of major libraries. It has become a trend to expand library reading field through content marketing. This article expounded the connotation of library content marketing, analyzed two library content marketing models： content based on user services and content based on multimedia resources, elaborated the service content of digital reading promotion mode of libraries based on content marketing from the three aspects of data resources, personalized service and management platform service, and finally analyzed common problems such as the importance of reader feedback, the lack of affinity for content marketing and the use of comprehensive marketing tools, with a purpose to lay the foundation for promoting the marketing effects of digital reading content in the libraries and providing better service to the users.