阅读疗法的STP理论分析与实践推广策略研究——以泰山医学院模式为例

STP Theory Analysis and Practice Promotion Strategy Research of Reading Therapy:Case Study of Taishan Medical College Model

[目的/意义]将营销工具融入阅读治疗推广模式,为图书馆的阅读推广工作提供参考。[方法/过程]采用案例分析法,以STP战略营销视角梳理“泰山医学院模式”的阅读疗法实践逻辑,为阅读疗法实践的推广构建了新的路径,有助于阅读疗法转化为图书馆的日常工作业务。[结果/结论]构建高校图书馆基于STP目标战略的阅读疗法实践模式,包括读者细分(人口因素、读者的心理特征、读者的阅读行为)、目标读者的选择(在校师生读者)、阅读疗法实践的定位策略(避强定位策略、迎头定位策略、差异化策略)。一方面可以推动高校图书馆阅读疗法实践的纵深发展,使之成为图书馆日常的服务;另一方面可以迅速应用到其他读者群体、扩大阅读治疗的读者范围。

[Purpose/significance]The paper integrates marketing tools into the reading therapy promotion mode to provide refer⁃ences for the reading promotion work of the library.[Method/process]The paper uses the case analysis method to sort out the practice logic of the“Taishan Medical College Model”reading therapy from the perspective of STP strategic marketing and constructs a new path for the promotion of reading therapy practice,which is conducive to the transformation of reading therapy into the daily work business of the library.[Result/conclusion]This study constructs a reading therapy practice model based on the STP goal strategy in university li⁃braries,including reader segmentation(demographic factors,readers’psychological characteristics and readers’reading behaviors),target reader selection(students and teachers in school)and orientation strategy of reading therapy practice(avoidance orientation strate⁃gy,head-on orientation strategy and differentiation strategy).On the one hand,it can promote deep development of the practice of biblio⁃therapy in university libraries and make the practice become the daily service of libraries;On the other hand,it can be quickly applied to other reader groups and expand the scope of reading therapy readers.