微电影:图书馆社会化媒体营销新模式  

Micro-Film: The New Mode of the Library Social Media Marketing

作　　者：丁立华[1] 

机构地区：[1]怀化医学高等专科学校图书馆,湖南怀化418000

出　　处：《图书馆建设》2013年第4期84-87,共4页Library Development

摘　　要：利用微电影进行资源与服务推广是图书馆营销的新模式。图书馆微电影社会化媒体营销具有病毒式传播、即时反馈、内容简短却饱含深意、潜移默化的感染力、观看的高度便捷性等优势,但同时也存在图书馆信息与故事情节生硬结合,难以权衡信息植入与电影艺术之间的冲突,营销效果难以评估等问题。图书馆微电影应以读者为导向的创意模式、创造良好的互动机制、严把图书馆微电影的质量关、多渠道跨媒体的传播等方式,通过引导读者情感将图书馆信息与服务植入到其内心世界,从而实现图书馆营销信息的推广,丰富和发展图书馆营销模式。Using the micro-film to popularize resources and services is a new mode of library marketing.The micro-film of the librariy social media marketing has some advantages,such as the viral dissemination,the instant feedback,brief but full of the meaning content,imperceptible influence,a high degree of convenience to watch,and so on.But at the same time,there are also some problems,such as blunt combination of the library information and storyline,difficult weighing of conflict between the information implantation and the film art,difficult assessment of marketing effects,and so on.Through the guidance of readers＇ emotion,the micro-film of libraries should implant library information and services into readers＇ inward world by the readeroriented creative mode,creating the good interactive mechanism,controlling strictly the quality of the microfilm,the multi-channel and multi-media transmission,and so on,in order to realize the promotion of library marketing information,as well as enrich and develop the library marketing mode.

关 键 词：微电影 图书馆营销 社会化媒体 

分 类 号：G251[文化科学—图书馆学]