基于5T理论的图书馆文创高质量口碑推广体系构建研究

Research on the Construction of High-quality Word-of-mouth Promotion System of Library Cultural and Creation Based on 5T Theory

成熟完善的文创高质量口碑推广体系可有效支撑图书馆文创高质量口碑推广的持续创新发展。图书馆文创高质量口碑推广本质是一种口碑营销,可将营销学的5T理论应用于文创高质量口碑推广体系构建。基于5T理论,图书馆文创高质量口碑推广体系可划分为推广对象、推广主题、推广方式、推广融点、推广评价5个构建要素,并以要素为基础,构建其策略来实现图书馆文创高质量口碑推广体系构建。

The mature and perfect high-quality word-of-mouth promotion system of cultural and creation can effective-ly support the continuous innovation and development of high-quality word-of-mouth promotion of cultural and creation in libraries.The essence of high-quality word-of-mouth promotion of the library cultural cre-ation is a kind of word-of-mouth marketing,and the 5T theory of marketing can be applied to the construc-tion of high-quality word-of-mouth promotion system of cultural creation.Based on 5T theory,the high-quality word-of-mouth promotion system of library cultural creation can be divided into five elements:pro-motion object,promotion theme,promotion method,promotion integration point and promotion evaluation.And based on the elements,construct its strategy to realize the construction of high-quality word-of-mouth promotion system of library cultural creation.