摘要
[目的/意义]移动图书馆的信息接受发生在特定的场景,如何有效地进行场景化营销,提升信息接受绩效是移动图书馆研究的重点和难点,已逐渐引起学界的重视。[研究设计/方法]基于移动图书馆信息行为规律的相关研究,结合市场营销和场景理论的研究成果,从用户信息接受体验视角,剖析了移动图书馆场景营销,进而通过“场景—行为—情境”的多维度适配实现信息空间再造。[结论/发现]移动图书馆场景营销不仅可以动态地锁定目标用户,为其提供精准的个性化服务和多元化的一站式服务,还可以促进场景营销的不断迭代,为激发用户信息接受和刺激移动图书馆服务创新提供指导。[创新/价值]将场景纳入移动图书馆营销视野,为移动图书馆营销提供新的思路,提升用户信息接受的持续意愿。
[Purpose/Significance]Information acceptance in mobile library occurs in specific scenes.How to effectively carry out scenario-based marketing and how to improve the performance of information acceptance are the key and tricky points of mobile library research,which has been arousing increasing attention from the academia.[Design/Methodology]According to the research on the law of information behavior and combining with the research achievement of marketing and scene theory,this paper analyzes the scenario-based marketing in mobile libraries from the perspective of users’information acceptance experience,after which the information space has been reconstructed through the multi-dimensional adaptation of scene-behavior-context.[Findings/Conclusion]Scenario-based marketing in mobile libraries not only can dynamically target users,provide whom accurate,personalized and one-stop multiservices,but also promote the iteration of scenario marketing scenes,which could provide guidance for improving user information acceptance and service innovation of mobile library.[Originality/Value]Based on mobile library marketing scenes,this paper provides a new perspective for mobile library marketing,and improves users’continuous willingness of information acceptance.
出处
《图书情报知识》
CSSCI
北大核心
2020年第1期24-31,共8页
Documentation,Information & Knowledge
基金
内蒙古2017年社会科学规划项目“媒体融合视角下的移动图书馆用户信息行为特征及其规律研究”(2017NDB073)的成果之一
关键词
移动图书馆
场景营销
信息接受规律
场景体验
Mobile library
Scenario-based marketing
Information acceptance law
Scenario experience
