借势营销视角下公共图书馆文学类图书阅读推广策略研究

Research on the Reading Promotion Strategy of Literary Books in Public Libraries from the Perspective of Moment Marketing

借势营销是一种极具性价比的营销方式,利用借势营销开展阅读推广,可吸引更多潜在读者,提升推广效能。文章通过文献调研法和案例研究法,探讨了公共图书馆借热播影视剧之势、借热门综艺之势、借文化名人之势、借热点话题之势开展文学类图书阅读推广的方式,结合过往实践存在的关联性不强、活动时机滞后、读者需求挖掘不深入、服务专业性有待提高等问题,提出应准确切入、快速反应、以用户为中心并持续提升活动内容的专业化水平,提升服务效能。

Moment marketing is a cost-effective marketing method that can attract more potential readers and expand the scope of influence.This paper adopts literature review and case study methods to explore strategies for promoting literary book reading in public libraries by leveraging the popularity of popular TV dramas,popular variety shows,cultural celebrities,and hot topics.It also addresses issues observed in past practices,such as weak relevance to current trends,delayed timing of activities,insufficient understanding of reader needs,and inadequate service professionalism.To address these issues,the paper recommends precisely targeting opportunities,responding swiftly,maintaining a user-centered focus,and continuously enhancing the professionalism of promotional activities to improve service efficiency.