少儿图书馆微信公众平台运营实证研究

Research on the Operation of WeChat Public Platform in Children's Library

目前,少儿图书馆微信公众号运营仍存在诸多问题。文章从营销推广的视角出发,结合4C理论构建研究模型,通过访谈与问卷对少儿图书馆读者进行调研并统计分析。研究结果表明,少儿图书馆微信平台未能满足读者需求,公众号使用成本较高,小程序未得到充分开发,未构建有效沟通途径。并提出了相关策略:多种途径满足读者阅读需求,提供差异化内容竞争;积极开发小程序,降低使用成本;构建社群,提供互动渠道;拓宽微信推广渠道。

Based on the problems existing in the operation of WeChat public platform in children's library,this paper puts forward some suggestions to improve the efficiency of WeChat public account in children's library,so as to better meet the individualized needs of readers.According to the 4C Theory,a research model of WeChat public platform in children's library is constructed,and a questionnaire is designed to investigate the readers of children's library based on the model,so that data collected can be analyzed statistically.As a result,we can see that WeChat platform of children's library cannot meet the needs of users.The cost of the platform is high,Mini Programs are not well developed and communication channels are not effectively operated.We should meet users’various reading needs and provide targeted contents.Besides,Mini Programs must be improved and social networks can be established.Lastly,we should further broaden promotion channels on WeChat.