基于LIIS模型的公共图书馆古籍阅读推广研究

Research on the Promotion of Ancient Books Reading in Public Libraries Based on LIIS Model

文章实证考察了公共图书馆古籍阅读推广现状,发现用户关注度不高、内容针对性与定制化水平偏低、用户参与范围过窄、宣传渠道僵化单一,是目前突出的瓶颈。以LIIS模型为指导,公共图书馆可借助品牌营销与定位营销手段提高用户关注度,定向开发与读者需求高度匹配的古籍阅读服务内容,利用渐进式激励、真人图书馆、全场景阅读策略延伸古籍阅读推广用户参与半径,依托线上线下全覆盖的闭环式渠道增强古籍阅读推广传播力。

This paper empirically examines the current situation of ancient books reading promotion in public libraries,and finds that low user attention,low level of content relevance and customization,narrow scope of user participation,and rigid and single promotion channels are prominent bottleneck at present.Guided by the LIIS model,public libraries can use brand marketing and positioning marketing methods to increase user attention,directionally develop ancient books reading service contents that highly matched with readers′needs,use progressive incentives,live library and full scene reading strategies to extend the radius of user participation in ancient books reading promotion,and enhance the dissemination of ancient books reading promotion through closed-loop channels with full coverage online and offline.