基于4R理论的民办公共阅读空间新媒体营销策略研究——以长沙市为例

Research on New Media Marketing Strategy of Private Public Reading Space Based on 4R Theory:Case Study of Changsha City

基于4R营销理论对民办公共阅读空间的新媒体营销展开研究,并以湖南省长沙市16家民办公共阅读空间的新媒体营销现状为例进行分析,探索不同类型民办公共阅读空间的营销思路和策略。提出需要合理选择营销平台,建立关联;充分利用平台数据,做出反应;定向提供服务,深化关系;适当做出让利,提高回报。

Based on the 4R marketing theory on the new media marketing of private public reading space to carry out research,and Changsha City,16 private public reading space new media marketing status quo as an example to analyze,to explore different types of private public reading space marketing ideas and strategies,put forward the need to reasonably select the marketing platform to establish the relevance,make full use of the platform data to make a reaction,directional services to deepen the relationship,make appropriate concessions to increase reward.