基于圈层的图书馆精准阅读推广路径研究

Research on the Path of Library’s Accurate Reading Promotion Based on Circles

精准化是阅读推广发展的重要趋势,“圈层”为用户细分提供了新的思路,关注圈层将有助于精准阅读推广的顺利开展。文章结合案例分析了圈层视角下面向社群的阅读推广模式和面向粉丝的阅读推广模式,从阅读推广的主体、内容、方式、客体、效果五个要素阐释了圈层对阅读推广的价值及影响,总结了圈层视角下的图书馆精准阅读推广路径,即用户需求识别、多元主体协作、阅读场景营造、加强用户教育和品牌塑造。

Accuracy is an important trend in the development of reading promotion.“Circle” provides new ideas for user segmentation,and attention to circle will help the smooth development of accurate reading promotion.The article analyzes the reading promotion mode for the community and the fan-oriented reading promotion mode from the perspective of circle based on the cases,and explains the value and influence of circle on reading promotion from the five elements of subject,content,method,object and effect,summarizes the accurate reading promotion path of the library from the perspective of circle,that is,user needs identification,multi-subject collaboration,reading scene creation,strengthening user education and brand building.