移动互联时代下图书馆阅读推广的跨界营销策略分析

The Cross-boundary Marketing Strategy Analysis of the Library in the Age of Mobile Interconnectivity

阅读推广在深化精神文明建设、倡导全民阅读、促进书香社会养成中,发挥着越来越重要的作用。各类型的图书馆也肩负了文化传承主阵地的重任。引入移动互联网思维及跨界营销理论,在分析移动互联时代特征下图书馆与异业品牌合作开展阅读推广的必要性的基础上,构建了图书馆跨界营销开展阅读推广的框架,制定了合作开展阅读推广的策略,助推我国社会主义精神文明的创建。

Reading promotion plays an increasingly important role in deepening the construction of spiritual civilization, advocating nationwide reading and promoting the cultivation of a scholarly society. All kinds of libraries also shoulder the important task of cultural inheritance. This article first introduced the mobile Internet thinking and crossover marketing theory. Then, based on the analysis of the library under mobile Internet era and different industry to develop reading promotion brand cooperation, it built the framework to promote library reading by way of cross-border marketing, formulated the strategies for developing the reading promotion of cooperation to boost the creation of China’s Socialist spiritual civilization.