广东本科高校图书馆微视频营销模式研究

Research on Micro Video Marketing Mode of Undergraduate University Library in Guangdong

随着微时代的到来,微视频作为一种新兴的营销宣传形式,逐渐获得图书馆的关注。论文以广东省42所普通本科院校图书馆作为样本,通过网络调查法从图书馆官方网站、专业视频网站、微博、微信等网络平台获取了图书馆微视频营销的调查数据,并从营销的目的、营销的内容、视频制作元素、视频营销传播等几个方面来分析广东本科高校图书馆微视频营销的模式。通过对网络数据的分析结果,发现广东本科高校图书馆微视频营销存在的问题。同时根据存在的问题,提出高校图书馆开展微视频营销活动的一些相对应的改进策略。

With the advent of the micro-era,micro video as a new form of marketing,gradually get the attention of the library.The study uses the libraries of 42 general undergraduate colleges in Guangdong Province as a sample,and obtained survey data of library micro video marketing from the library’s official website,professional video website,Weibo,WeChat and other online platforms through the Internet survey method,and from the marketing purpose,marketing content,video production elements,video marketing communication and other aspects to analyze the micro video marketing mode of Guangdong undergraduate university library.Through the analysis of network data,we found out the problems of micro video marketing in Guangdong undergraduate university libraries.At the same time,according to the existing problems,some corresponding improvement strategies for the development of micro video marketing activities in university libraries are put forward.