基于CCDVTP模型的高校图书馆视频营销策略研究——以bilibili平台为例

Research on Video Marketing Strategy of University Library Based on CCDVTP Model:Taking bilibili Platform as an Example

目前,我国高校图书馆陆续入驻各种网络视频平台,视频营销成为图书馆服务营销的主要方式之一。通过对我国高校图书馆在bilibili平台营销运营情况的调查,结合“现代营销学之父”菲利普·科特勒提出的CCDVTP模型,从目标用户、创新、沟通、价值传递和获利等方面对高校图书馆视频营销现状进行了分析,提出了高校图书馆在网络视频平台的营销策略。

At present,China’s university libraries have successively settled in various network video platforms,and video marketing has become one of the main ways of library service marketing.Through the investigation of the marketing operation of university libraries in China on bilibili platform,and combined with the CCDVTP model proposed by Philip Kotler,“the father of modern marketing”,this paper analyzes the current situation of video marketing of university librar⁃ies from the aspects of target users,innovation,communication,value transmission and profit,and puts forward the mar⁃keting strategy of university libraries on network video platform.