基于4V营销理论的公共图书馆古籍文化走读服务研究

Research on Cultural Reading Tour Service of Ancient Books in Public Library Based on 4V Marketing Theory

文章基于4V营销理论分析我国公共图书馆古籍文化走读服务现状与存在的问题,提出具有可操作性的创新策略,即构建面向多主体的古籍文化走读协同服务体系、设计基于用户画像的古籍文化走读功能性服务内容、提升古籍文化走读服务的品牌竞争力与教育竞争力、促进古籍文化走读服务线上线下推广渠道深度融合。

Based on the 4V marketing theory,the article analyzes the current situation and existing problems of ancient book cultural reading tour services in public libraries in China,and puts innovative strategies with operability,that is,to build a multiagent oriented collaborative service system for ancient book cultural reading tour;Design functional service content for ancient book culture reading tour based on user profiles;Enhance the brands and educational competitiveness of ancient cultural reading tour services;Promote the deep integration of online and offline promotion channels for ancient book culture reading tour services.