摘要
“互联网+”环境下,技术发展、移动阅读设备普及、市场竞争激烈,改变了大众的阅读需求和阅读习惯,对图书馆营销推广提出了更高的要求。论文基于4V组合营销理论的差异化、功能化、附加价值、共鸣四个要素,结合铜陵市图书馆实践案例,构建出图书馆4V阅读推广路径,提出图书馆开展阅读推广的四个策略:注重用户感知,精准阅读推广;凝聚多主体力量,协同联动营销;利用新技术,提升服务质量;借助新媒体,增进宣传互动。
Under the“Internet+”environment,technological development,popularization of mobile reading devices,and fierce market competition have changed the reading needs and habits of the public,and put forward higher requirements for library marketing.Based on the four elements of differentiation,functionalization,added value,and resonance of 4V combined marketing theory,this paper constructs a library 4V reading promotion path based on the practical case of Tongling City Library.Four strategies for library reading promotion are put forward:focus on user perception,accurate reading promotion;gather multi-agent forces and coordinated marketing;use new technologies to improve service quality;use new media to enhance publicity interaction.
作者
范楠楠
胡素敏
陈雅
Fan Nannan;Hu Sumin;Chen Ya
出处
《新世纪图书馆》
CSSCI
2022年第11期36-42,共7页
New Century Library
基金
国家社会科学规划基金资助项目“我国公共文化服务可及性模式研究”(项目编号:21BTQ042)系列研究成果之一。
关键词
4V营销理论
阅读推广
图书馆营销
4V marketing theory
Reading promotion
Library marketing
