摘要
在新技术环境下,高校图书馆面临激烈的信息服务竞争,营销成为实现可持续发展的重要手段。文章对我国高校图书馆的营销情况进行调查,分析微博营销、SNS社区营销、视频营销等营销方式的具体应用,针对营销过程中存在的RSS缺乏特色资源推送、视频主题浅显陈旧、缺乏网络媒体营销、移动图书馆营销集中于移动短信服务等问题,提出深化RSS营销内容、拓展视频营销主题、拓宽媒体营销范围、拓展移动图书馆服务功能等对策。
In the new technology environment, university libraries face fierce information service competition, and marketing has become an important mean to achieve their sustainable development. This paper makes an investigation of library marketing in Chinese universities, and analyses the practices of different marketing patterns, such as micro-blog marketing, SNS commu- nity marketing, video marketing and so on. There are some deficiency existing in university libraries~ marketing： RSS pushes less characteristic resources, video themes are plain and obsolete, lack of internet marketing, mobile library marketing is limit- ed to mobile text service and so on. Then, the authors put forward corresponding countermeasures, including deepening the content of RSS marketing, expanding the theme of video marketing, broadening the scope of media marketing, and expanding the service function of mobile library.
出处
《图书馆论坛》
CSSCI
北大核心
2013年第5期6-10,共5页
Library Tribune
关键词
高校图书馆
图书馆营销
营销创新
university library
library marketing
marketing innovation.
