角色营销策略在阅读推广中的应用探究

The Use of the Role’s Marketing in Reading Promotion

[目的／意义]结合国内阅读推广工作的现状，援引营销学中角色营销策略，以期对我国全民阅读推广工作提供有益的借鉴和参考。[方法／过程]通过对企业产品品牌营销以及国内外阅读推广活动中运用角色营销策略案例分析，提出一套基于阅读推广工作的角色选择、角色塑造、角色传播和角色升华的营销策略。[结果／结论]借鉴角色营销策略推动阅读推广工作的开展将是一种有益尝试，但角色营销策略作用的有效发挥，需要众多阅读推广主体的有机联合；需要循序渐进、持之以恒的角色培育和应用过程。

[Purpose/significance ] Combined with the status of domestic reading promotion, the paper uses the strategy of marketing in order to provide the useful reference for nationwide reading promotion work. [ Method/process] Through the cases analysis of brand marketing and foreign reading promotion, the paper proposes a set of marketing strate- gies including role selection, role shaping, role dissemination and role sublimation based on the reading promotion. [ Re- suit/conclusion ] It is a significant attempt to drive the reading promotion through reference to the role marketing strategy. However, the effective use of the role marketing strategy requires the organic associations of many organizations and step- by-step and consistent role cultivation and application.