互联网环境中图书馆微平台营销策略研究

Research on Marketing Strategy of Library Micro-platform in Internet Environment

图书馆营销模式已从传统意义的营销逐步转变到社交媒体营销,基于微平台的图书馆营销逐渐成为一种新型营销模式。图书馆微平台营销策略的实施,既是图书馆自身发展的需求,同时也能节约大量的人力物力。文章通过对图书馆微营销概念的阐述界定图书馆微营销的类型和特点,从基础服务、资源服务、信息服务、互动服务四个方面分析基于微信平台的图书馆微营销服务内容。图书馆微平台营销策略需要在深入分析读者需求、提升信息推送质量、完善微平台营销渠道、加强馆员素质培训四个方面改善图书馆现有服务。

Library marketing mode has gradually changed from traditional marketing to social media marketing, and library marketing based on micro-platform has gradually become a new marketing mode. The implementation of Library microplatform marketing strategy is not only the demand of library's own development but also can save a lot of manpower and material resources.By expounding the concept of library micromarketing, it defines the types and characteristics of library micromarketing and analyzes the content of library micromarketing service based on WeChat platform from four aspects of basic service, resource service, information service, and interactive service.The marketing strategies of library micro-platform need to improve the existing library services in four aspects: in-depth analysis of reader needs, perfecting the quality of information push, improving the marketing channels of micro-pla tform, and strengthening the quality training of librarians.