我国省级公共图书馆短视频知识营销现状及发展对策研究

Research on the Present Situation and Development Countermeasure of Short Video Knowledge Marketing in Provincial Public Libraries in China

文章在厘清图书馆知识营销基本概念的基础上,依托7Ps营销理论进行调查设计,采用文献调研法与网络调查法,对我国31家省级公共图书馆的短视频知识营销现状展开调查。通过对调查结果进行分析,总结图书馆短视频知识营销的特点,并分析存在的不足,提出针对性的发展策略。

Based on clarifying the basic concepts of library knowledge marketing and relying on 7 Ps marketing theory, this paper investigates the status quo of short video knowledge marketing in 31 provincial public libraries in China through literature research and network survey. Through the analysis of the survey results, this paper summarizes the characteristics of short video knowledge marketing in libraries, analyzes the existing shortcomings, and proposes the targeted development countermeasures.