摘要
互联网背景下,用户的阅读需求、内容、方式均发生深刻变化,公共图书馆引入“营销”理念应用于图书推广是应对挑战的适时之举。相比商业营销,公共图书馆营销的实践与探索尚未深入。文章以商业营销中的消费心理学理论为基础,从营销活动中的心理学效应出发,初步探索消费心理学视角下公共图书馆营销的应用策略,以期对公共图书馆营销提供参考,并促进图书营销实践与理论研究的广泛、深入开展。
Under the background of the Internet, users’ reading needs, content and methods have undergone profound changes. The introduction of the concept of “marketing” in public libraries for book promotion is a timely response to the challenge. Compared with commercial marketing, the practice and exploration of public library marketing has not been deepened. Based on the theory of consumer psychology in commercial marketing, this paper starts from the psychological effects of marketing activities, and initially explores the application strategy from the perspective of consumer psychology in public library book marketing, in order to provide reference for public library marketing, and promote the extensive and in-depth development of book marketing practice and theoretical research.
出处
《河北科技图苑》
2023年第1期38-41,共4页
Hebei Library Journal of Science and Technology
关键词
公共图书馆
消费心理学
心理学效应
营销策略
Public Library
Consumer Psychology
Psychological Effect
Marketing Strategy
