摘要
对公共数字文化服务营销维度的研究有助于深化公共数字文化服务营销的认识,为营销实践提供理论指导。文章采用网络调查法、归纳法对公共数字文化服务营销实践进行系统调查与总结,从服务供给和用户需求两个角度出发,将公共数字文化服务营销分为用户、资源、平台3个维度,并深入分析其下属类型。本研究明确了公共数字文化服务营销的方法和形式,揭示不同维度与类型营销的特点与适用情景,对我国公共数字文化服务营销实践具有一定意义。
Research on the dimensions of public digital cultural service marketing is helpful to deepen the understanding of public digital cultural service marketing and provide a theoretical guidance for marketing practice.This paper systematically investigates and summarizes the marketing practice of public digital cultural services by means of network survey and induction.From the perspective of service supply and user demand,public digital culture service marketing is divided into three dimensions:user,resource and platform,and each of their subordinate types is analyzed in depth.This paper clarifies the methods and forms of public digital cultural service marketing and reveals the characteristics and applicable scenarios of different dimensions and types of marketing.It will inspire the development and improvement of public digital cultural service marketing practice in China.
作者
完颜邓邓
戴艳清
WANYAN Dengdeng;DAI Yanqing
出处
《图书馆论坛》
CSSCI
北大核心
2021年第6期17-24,共8页
Library Tribune
基金
国家社会科学基金项目“基于用户体验的公共数字文化服务营销研究”(项目编号:15CTQ010)研究成果。
关键词
公共数字文化服务
服务营销
营销维度
public digital cultural services
service marketing
marketing dimensions
