美国大型公共数字文化项目服务营销探略

Exploration on Service Marketing of Large Public Digital Cultural Projects in America

文章从促销手段、有形展示、营销产品以及特色内容等方面分析美国记忆计划等美国大型公共数字文化项目的服务营销举措,具有明确的用户范围、良好的用户体验、多样的宣传方式、创新的营销手段以及高素质的营销人员等特征。美国大型公共数字文化项目服务营销的经验包括:完善公共数字文化网站服务,提升用户体验;与学校开展合作,重视用户教育;广泛招募志愿者,拓展宣传渠道;实施创意营销策略和引进高素质服务营销人才,重视培训。

This article analyzes the service marketing initiatives of large public digital cultural projects in America from the perspectives of promotional methods,product demonstration and featured contents.The essential marketing features of these digital cultural projects are having clear target audience,offering good user experience,engaging a variety of promotion ways,with innovative marketing ideas and high quality marketing personnel.The paper summarizes the useful experience of service marketing like enhancing the websites of public digital culture,improving the user experience,cooperating with schools,paying strong attention to user education,widely recruiting volunteers,expanding publicity channels,implementing innovative marketing strategies,and introducing high-quality service marketing personnel and providing them with sufficient training.