摘要
文章运用网络调查法和文献调研法,总结梳理公共图书馆短视频古籍推广现状及存在的问题,并依据4C理论,从巩固用户营销实力、降低用户营销成本、增强用户营销互动、拓宽用户营销渠道四方面提出公共图书馆短视频古籍推广优化路径,即建立多主体协同的短视频古籍推广合作体系;实施基于用户画像与品牌运营的成本集约化管理;创建面向线上线下互动的用户全程参与机制;利用矩阵化、情境化渠道宣传推广古籍文化。
This article uses network research and literature review methods to summary and carding the current situation and existing problems in the ancient books promotion of short video in public libraries.Based on the 4C theory,optimization paths in the ancient books promotion of short video in public libraries are proposed from consolidating user marketing capabilities,reducing user marketing costs,strengthening user marketing interaction,expanding user marketing channels:establish a collaborative short video of ancient book promotion and cooperation system with multiple stakeholders;implement cost intensive management based on user profiling and brand operations;create a user participation mechanism for online and offline interactions throughout the entire process;promote ancient book culture through matrix and contextualized channels.
出处
《图书馆工作与研究》
CSSCI
北大核心
2024年第4期91-97,112,共8页
Library Work and Study
基金
国家社会科学基金一般项目“南阳碑刻文献整理研究”(项目编号:20BZS012)研究成果之一。
关键词
4C理论
公共图书馆
短视频
古籍
阅读推广
4C theory
Public library
Short video
Ancient books
Reading promotion
