华东地区六家省级公共图书馆抖音平台知识服务营销现状调查与分析

Investigation and Analysis of the Status Quo of Knowledge Service Marketing on the TikTok Platforms of Provincial Public Libraries in East China

文章以华东地区六家省级公共图书馆抖音账号为研究对象,在阐述图书馆抖音平台知识服务营销特点的基础上,从图书馆知识服务营销的运营现状、内容、评价指标三个方面,考察华东地区省级公共图书馆抖音号知识服务营销的现状。调研发现,各公共图书馆在知识服务营销过程中,存在营销意识不强、内容吸引力不足、专业人才匮乏等问题。在这些问题基础上,文章就如何利用抖音平台的优势优化知识服务营销展开构想与探讨,以期为公共图书馆利用新媒体平台开展知识服务营销提供新思路。

This article takes the TikTok run by provincial public libraries in East China as the research object.After explaining the marketing characteristics of library knowledge services on TikTok platforms,the paper studies the marketing of knowledge services on TikTok platforms of east China public libraries at the provincial level from the three aspects of the performance,contents,and evaluation metrics of the platforms.The paper finds that weaknesses in the awareness of marketing,attractive contents,and talent are haunting public libraries.As such,the paper aims to find out how to exploit the strengths of the TikTok platform to improve the marketing of knowledge services,serving as an inspiration for such marketing in public libraries.