互联网+环境下的高校图书馆社交媒体营销模式构建

Construction of Social Media Marketing Model for Internet Library in Colleges and Universities

融合互联网+的图书馆社交媒体营销服务,可以让高校图书馆读者更容易接受并利用图书馆资源,优化高校图书馆服务能力,塑造图书馆形象,让图书馆加快进入到数字化图书馆的阶段。文章通过梳理国内外研究现状,分析关系营销、社交媒体营销的概念,以读者需求为导向,在营销中心、营销对象、营销方法、营销内容四要素的指导下,构建基于目标层、支撑层、服务层、应用层、评价层的具有普适性的高校图书馆社交媒体营销总体框架,通过高校图书馆、读者、社交媒体平台、内容系统建设的组织结构展现整体模式价值。

The integration of Internet+library social media marketing services can make it easier for university library readers to accept and use library resources,optimize the library s service capabilities,shape the image of the library,and speed up the library s entry into the digital library stage.This article analyzes the current situation of research at home and abroad,and analyzes the concepts of relationship marketing and social media marketing.Guided by readers needs and the four elements of marketing center,marketing objects,marketing methods,and marketing content,the article constructsa general framework of social media marketing of university libraries at the service layer,application layer,and evaluation layer.This shows the value of the overall model through the organizational structure of university libraries,readers,social media platforms,and content systems.