基于4S营销理论的图书馆文旅融合模式构建——以宁波市图书馆为例

Culture and Tourism Integration Mode Construction in Libraries Based on 4S Marketing Theory—Taking Ningbo Library as an Example

图书馆文旅融合经过两年多的探索后,梳理其实践,构建其模式既具有学术价值,又具有实践指导意义。在分析宁波市图书馆文旅融合实践的基础上,基于4S营销理论,构建出图书馆文旅融合模式,提出推动图书馆文旅融合的“提供服务定制、深化内容挖掘、实施用户激励及打造智慧空间”策略,以期为业界更好地开展文旅融合服务提供借鉴。

After more than two years'exploration of culture and tourism integration in library,the combing of its practice and the mode construction has academic value and practice-guiding significance.Through the analysis of the practice of cultural and tourism integrated service in Ningbo Library,based on 4S marketing theory,the paper constructs the culture and tourism integration mode,puts forward strategies including customized service,mining content,rewarding customers and building intelligent space to provide references for the industry to carry out cultural and tourism integrated service.