摘要
文章从短视频账号开通情况、运营情况、发布内容三方面调研分析高校图书馆短视频阅读推广现状,基于AARRR模型,从拉新、促活、留存、获益、分享5个关键节点提出高校图书馆短视频阅读推广策略,即以渠道营销拓展读者触达方式、以内容营销提高短视频质量、以互动营销培养强关系链接、以品牌营销传递阅读价值、以口碑营销促进读者共享。
This article investigates and analyzes the status in the promotion of short video reading in university libraries from three aspects:the opening,operation,and publishing content of short video accounts.Based on the AARRR model,from the five key nodes of attracting new readers,promoting activity,retaining,benefiting,and sharing,it proposes short video reading promotion strategies in university libraries:expand reader engagement through channel marketing,improve short video quality through content marketing,cultivate strong relationship links through interactive marketing,transmit reading value through brand marketing,promote reader sharing through word-of-mouth marketing.
作者
吕冰玉
杨芳
Lv Bingyu;Yang Fang
出处
《图书馆工作与研究》
北大核心
2023年第11期92-99,共8页
Library Work and Study
基金
湖南省教育厅科学研究项目“后疫情时代短视频在高校图书馆阅读推广中的实践与探索”(项目编号:21C1383)研究成果之一。
