基于体验营销的图书馆阅读文化建设实践

Construction Practice of Library Reading Culture Based on Experience Marketing

[目的/意义]旨在把“体验营销”相关理论融入重庆科技学院图书馆阅读文化建设中,提升学生在图书馆阅读过程中的体验感,推动图书馆阅读文化建设,助力高校阅读文化的建设。[方法/过程]以重庆科技学院图书馆的阅读文化建设为研究对象,调研在校学生(利用图书馆阅读的主要群体)的阅读情况及其通过图书馆进行阅读的情况,分析重庆科技学院图书馆在阅读文化建设中存在的问题,探索构建了基于体验营销的图书馆阅读文化建设路径。[结果/结论]通过设置图书馆馆馆藏资源体验区、开展丰富有内涵的阅读体验活动和营造个性化的阅览体验氛围等实践,提升学生在图书馆阅读过程中的“感官+情感+行动+思考+关联”体验感,推动高校图书馆阅读文化建设。

[Purpose/significance]The paper intends to incorporate“experience marketing”related theories into the construction of reading culture in the library of Chongqing University of Science and Technology enhance students'sense of experience in the library reading process promote the construction of library reading culture and assist the construction of university reading culture.[Method/process]The paper takes the reading culture construction of the library of Chongqing University of Science and Technology as the research object investigates the reading situation of the students(the main group who uses the library to read)and their reading through the library analyzes the problems existing in the library’s reading culture construction and explores building paths of the library’s reading culture construction based on the experience marketing.[Result/conclusion]Through the practice of setting up library collection resource experience areas carrying out rich and connotative reading experience activities and creating a personalized reading experience atmosphere students’experience feeling of“senses+emotions+actions+think+relevanc”in the library reading process will be improved the construction of reading culture will be promoted in university library.