数据驱动下高校图书馆报告营销现状与策略启示

The Current Situation and Strategy Enlightenment of Report Marketing in University Library under Data Driven

近年来图书馆逐渐重视数据采集,越来越多的高校通过官网或微信等平台发布了图书馆报告,从传统的资源利用统计到数据驱动下的读者行为分析及各类榜单,图书馆报告对图书馆的发展建设和推广营销显示了越来越大的作用。对近3年连续发布报告的高校图书馆进行了调研与现状分析,探索了图书馆报告的发布内容、呈现方式与营销策略,为高校发布系列性、连续性强的图书馆报告提供了思路与建议。

In recent years,libraries have gradually paid attention to data collection. More and more universities have released library reports on platforms such as the official website or We Chat,whose content spreads from traditional resource utilization statistics to data-driven reader behavior analysis and various lists. It has played an increasing role in the development,construction and promotion of libraries. This paper investigates and analyzes the current status of university libraries that have issued reports in the past 3 years,investigates the content,presentation and marketing strategies of library reports,and provides ideas for universities to issue serial library reports.