高校图书馆竞赛类营销案例评析——以沈阳理工大学图书馆讲解员大赛项目为例

Analysis of Competition Marketing Cases in University Library:Taking the Project of the Announcer Competition of Shenyang Ligong University as an Example

以沈阳理工大学图书讲解员大赛项目为例,分析竞赛类营销项目的营销效果,并指出项目实施中存在的问题和不足。提出高校图书馆营销项目中的六项营销策略:推广深度阅读,营销优质资源;抓住重要事件,把握营销时机;进行用户细分,巧妙设计活动;实行自我评估,评价营销效果;利用新媒体,塑造本馆文化品牌;建设营销团队,形成营销合力。

Taking the librarian competition of Shenyang Ligong University Library as an example,this paper analyzes the marketing effect of the competition marketing project,and points out the problems and deficiencies in the implementation of the project.The paper puts forward six marketing strategies in the marketing project of University Library:promoting deep reading,marketing high-quality resources;grasping important events and marketing opportunity;subdividing users and designing activities cleverly;carrying out self-evaluation and evaluating marketing effect;using new media to shape cultural brand of the library;building marketing team to form marketing joint forces.