摘要
短视频平台在用户信息获取与知识传播中发挥着日益重要的作用。对公共图书馆短视频营销策略的探索有助于提高其公共数字文化服务供给质量。本文以SICAS模型为理论框架,结合图书馆自身及第三方平台运营数据的统计,对粉丝总数过万的公共图书馆抖音账号从感知、兴趣与互动、连接与沟通、行动、分享5个角度探讨账号运营现状,并基于SICAS模型提出公共图书馆短视频营销策略,包括融媒体渠道拓宽用户感知渠道、沉浸式内容吸引用户兴趣、提问与互动与用户建立连接、软营销触发用户行动、精神或物质激励促进内容传播等。
Short video platform is playing an increasingly important role in user information acquisition and knowledge dissemination. The exploration of the short video marketing strategies of the public library is helpful to enhance the quality of public cultural service supply. Based on the SICAS model as its theoretical framework and combined with the statistics of operation data of DouYin and third-party platforms, this paper analyses the present effect and existing problems of public library’s DouYin account with more than one thousand fans from the aspect of sense, interest and interactive, connect and communicate, action, share, and puts forward the corresponding public library short video marketing strategies based on the SICAS model, including expanding user perception through broadening the media channels, attracting users’ interest with immersive content, closing the distance between users and public libraries with questions and interactions, triggering users’ actions with soft marketing and promoting content dissemination with spiritual or material incentives.
作者
刘青
郭嘉如
Liu Qing;Guo Jiaru
出处
《图书馆工作与研究》
北大核心
2023年第1期5-13,共9页
Library Work and Study
基金
国家社会科学基金项目“基于成熟度模型的图书馆组织文化建设与创新机制研究”(项目编号:16BTQ019)研究成果之一。
