摘要
文章依据“抖音号传播力指数”选取具有较强传播影响力的公共图书馆抖音号作为研究样本,系统分析公共图书馆古籍推广营销实践现状。调研发现,开发内容优质的古籍短视频、打造古籍短视频推广生态化渠道、建立基于用户标签体系的长效化互动是研究样本古籍推广营销的优势。基于此,提出通过短视频品牌营销吸引用户长效关注、通过短视频渠道营销拓展古籍推广范围、通过短视频交互营销增强用户价值认同等公共图书馆古籍推广营销路径。
Based on the Douyin number propagation index, this paper selects the Douyin number of public libraries with strong communication influence as the research sample, and systematically analyzes the current situation of the promotion and marketing of ancient books in public libraries. It has shown that developing high-quality ancient book short videos, creating ecological channels for ancient book short video promotion, and establishing long-term interaction based on user tag systems are the advantages of studying sample ancient book promotion and marketing. Based on this, it is proposed to attract long-term attention from users through short video brand marketing, expand the scope of ancient book promotion through short video channel marketing, enhance user value identification through short video interactive marketing and other public library ancient book promotion marketing paths.
出处
《图书馆工作与研究》
北大核心
2023年第6期89-95,共7页
Library Work and Study
关键词
公共图书馆
古籍推广
抖音平台
营销
Public library
Ancient books promotion
Douyin platform
Marketing Class Number
