摘要
文章通过对31家省级公共图书馆网络直播服务情况进行调查发现,公共图书馆网络直播营销存在营销活动频次低,内容同质化;用户参与度不高,性价比较低;营销活动范围小,缺乏合作;营销活动宣传不足,直播渠道单一的问题。通过引入4P营销理论,提出提高营销意识,打造品牌活动;降低活动成本,提升服务效率;积极寻求合作,扩大活动辐射范围;拓宽宣传渠道,设置直播话题等公共图书馆网络直播营销策略。
This paper conducts an online survey on webcast services of 31 provincial public libraries, and finds that webcast marketing of public libraries has low frequency of marketing activities and homogeneity of content;low user participation and low cost performance;small scope of marketing activities and lack of cooperation;insufficient publicity of marketing activities and single live broadcast channel. Through the introduction of 4P marketing theory, it gives strategies of webcast marketing of public libraries, including improving marketing awareness and building brand activities;reducing activity costs and improving service efficiency;actively seeking cooperation and expanding the radiation scope of the event;expanding publicity channels and setting up live broadcast topics, ect.
作者
韩婧
于准
Han Jing;Yu Zhun
出处
《图书馆工作与研究》
CSSCI
北大核心
2023年第2期98-103,共6页
Library Work and Study
