基于SICAS模型的图书馆短视频营销策略探讨

Discussion on Short Video Marketing Strategy of Public Library Based on SICAS Model

通过网络调研法和内容分析法,调研了公共图书馆抖音短视频营销现状。利用SICAS营销模型,从感知、沟通联系、兴趣互动、分享四个阶段分析公共图书馆抖音短视频应采取的营销策略,即勾勒图书馆形象,辨识用户需求;深耕视频内容,提升市场竞争力;畅通联络渠道,提高用户黏度;构建深度链接,促成主动分享,以提升图书馆网络平台的服务力、吸引力和黏合度。

This paper investigates the marketing status of TikTok short videos of public libraries through network research and content analysis.SICAS marketing model is used to analyze marketing strategies from four stages of perception,communication,interest interaction and sharing,namely to outline the library image and identify user needs.In-depth cultivation of video content to enhance market competitiveness;Smooth communication channels,user viscosityimprovement;deep link building and active sharingpromotion are suggested,so as to enhance the service power,attraction and cohesiveness of library network platform.