基于用户生命周期模型的高校图书馆短视频营销用户运营策略研究

User Operation Strategies in Short Video Marketing of University Libraries Based on User Life Cycle Model

短视频营销是高校图书馆向社会展现自身价值与提升影响力的一种有效方式,必将是其未来发展中的一项重要任务。文章以抖音、B站、视频号三大短视频平台为例,采用网络调查法与文献分析法,从用户运营视角,对近年来高校图书馆在短视频运营方面的薄弱环节进行剖析,并运用用户生命周期模型构建高校图书馆短视频营销用户运营模式,最后结合高校图书馆自身的特点,从获取、激活、留存、获益与推荐五个环节提出相应的运营策略。

Taking the three short video platforms of TikTok, Bilibili and Video Channels as example, this paper analyzes the weak points in short video operation of university libraries in recent years by using the methods of literature analysis and platform research. Then the user life cycle Model is applied to construct the user operation mode of short video marketing in university libraries. Finally, combined with the characteristics of university libraries, the corresponding strategies of user operation are proposed from the five steps of acquisition, activation, retention, revenue and referral.