图书馆哔哩哔哩营销策略研究

Research on Library Marketing Strategies Based on Bilibili

我国图书馆在视频平台等新社交媒体的营销实践正处于起步阶段,利用新媒体创新发展图书馆外宣方式,有利于提高图书馆的影响力和知识信息传播能力。文章采用文献调查法和网络调查法对国内图书馆在哔哩哔哩平台的营销现状进行分析,发现入驻哔哩哔哩平台的图书馆较少,大部分账号粉丝数、点赞数和播放量较低,与粉丝互动较少,稿件内容质量亟待提高,在该平台营销有很大的提升空间。文章提出图书馆应从组织机构层面重视新媒体在未来图书馆事业发展中的重要性,组建融媒体中心,建设专业营销队伍,积极探索投稿形式,拓展合作对象。

The marketing practice of libraries in China on new social media such as video platforms is still in its infancy.Using new media to innovate and develop library outreach helps improving the influence and information dissemination of the library.This paper uses the methods of literature survey and network survey to analyze the marketing status of domestic libraries on Bilibili.It finds that libraries are not active in joining Bilibili;most of the accounts have low numbers of followers,likes and views,and low frequencies of interaction with followers;the quality of video content needs to be improved and there is a lot of room for improvement in marketing on this platform.Therefore,this paper proposes that libraries should emphasize the importance of new media in the future development of librarianship from the organizational perspective,set up an integrated media center,create a professional marketing team,actively explore contributing channels,and expand collaborators.