媒体融合背景下高校图书馆服务营销策略研究

Research on the Service Marketing Strategy of University Library under the Background of Media Integration

在分析媒体融合与图书馆营销内涵的基础上,从微博、微信、短视频等新媒体的运用等方面探索媒体融合背景下高校图书馆服务营销现状与存在的问题。提出制定营销战略规划,打造品牌;侧重真实内容营销,强化高校图书馆资源建设;细分服务对象,强化用户实际需求;融合技术,充分运用各种媒体;提升馆员整体素质等媒体融合背景下高校图书馆服务营销策略。

Based on the analysis of the connotation of media convergence and library marketing,this paper explores the current situation and existing problems of university library service marketing under the background of media convergence from the application of new media such as micro-blog,WeChat and shorter videos,puts forward service marketing strategy of university library under the background of media integration,including puts forward marketing strategic planning to builds brand,focuses on real content marketing to strengthen the construction of university library resources,subdivides service objects to strengthens the actual needs of users,integrates technology to full use of various media,the overall improvement of librarians’ quality.