体验式营销视角下图书馆服务在哔哩哔哩的视频应用路径研究

Research on Promotion Strategy of Bilibili Website Video Service From the Perspective of Experiential Marketing

营销和体验两者密不可分,图书馆在哔哩哔哩网站(简称B站)进行视频服务获得成功营销的核心在于能让读者拥有优质的体验。B站具有包容性强、互动性高等特点,图书馆在B站上进行视频推广,可以拓展信息传播的广度,推动阅读推广的进一步发展。论文调研了我国图书馆在B站上视频服务运营现状,分析了影响图书馆在B站进行体验式营销的相关因素,提出了集感官营销、情感营销、思考营销、行动营销、关联营销为一体的营销策略,并构建了图书馆视频体验式营销模式框架。

Marketing and user experience are inseparable.The success of library BiliBili video service lies in enabling readers to have a high-quality experience.BiliBili has the characteristics of strong inclusiveness and high interactivity.Library BiliBili video promotion can expand the breadth of library information dissemination and promote the further development of library reading promotion.This paper investigates the current situation of library BiliBili operation in China,analyzes the influencing factors of Library BiliBili experiential marketing from the perspective of experiential marketing,puts forward the library BiliBili experiential marketing strategy integrating sensory marketing,emotional marketing,thinking marketing,action marketing and related marketing,and constructs the framework of library video experiential marketing model.