摘要
随着移动互联网和社会化媒体的发展,图书馆营销工作面临新环境,适应时代发展要求和满足用户需求成为图书馆营销工作变革的必然趋势。基于唐兴通的社群营销新4C理论,分析了"大V店"社群营销案例,认为图书馆具有形成和发展社群的现实基础,并从场景、社群、内容、连接4个方面构建了图书馆社群营销模式。
With the development of mobile Internet and social media, the library marketing is facing a new environment. Adapting to the requirements of era development and meeting the needs of users has become the inevitable trend of the transformation of library marketing. Based on the new 4C community marketing theory of Tang Xingtong, paper analyzes V Store＇s community marketing case, and thinks that the library has the realistic foundation for the formation and development of the community, and constructs the marketing model of library community from four aspects of the context, community, content and connection.
出处
《图书情报导刊》
2018年第4期11-15,共5页
Journal of Library and Information Science
基金
黑龙江省艺术科学规划项目(项目编号:2017D104)
牡丹江师范学院科研项目(项目编号:ZD2017004)
关键词
社群营销
图书馆营销
案例分析
community marketing
library marketing
case analysis
