新媒体环境下高校图书馆移动信息服务微营销研究  

Research on the Micro-Marketing of Mobile Information Services in University Libraries Under the New Media Environment

作　　者：王静[1] 周华[1] 周红[1] 王慧[1] 张欣[1] 徐福叶[1] 韩海英[1] 

机构地区：[1]中国矿业大学文昌校区图书馆,江苏徐州221116

出　　处：《图书馆建设》2013年第10期45-49,共5页Library Development

基　　金：江苏省教育厅高校哲学社会科学基金指导项目"数字环境控制下区域科技信息服务风险管控研究";项目编号:2013SJD870017;中央高校基本科研业务费专项资金资助项目"中国矿业大学学科网资源建设与服务模式研究";项目编号:2012W43的研究成果之一

摘　　要：随着无线移动网络和多媒体技术的发展,高校移动用户不断增加,在新媒体环境下如何开展高校图书馆移动信息服务营销受到了越来越多的关注。高校图书馆移动信息服务微营销主要通过微博营销和微信营销来实现,两者在平台特色、定位模式、用户行为等方面存在不同。高校图书馆可以通过整合运营模式、设立营销团队、细分粉丝群体来将两者进行整合,提升移动信息服务微营销的传播效率。With the development of the wireless mobile network and multimedia technologies, mobile users in universities are increasing, how to develop marketing of mobile information services in university libraries has received more and more attention under the new media environment. The micro-marketing of mobile information services in university libraries is implemented by micro-blog and wechat, they have many differences in characteristics of the platform, the oriented model, users＇ behavior, and so on. University libraries could integrate them through integrating operation mode, establishing the marketing team, subdividing fan groups to improve the transmission efficiency of the micro-marketing of mobile information services.

关 键 词：移动信息服务 微营销 微博 微信 整合营销 

分 类 号：G252.1[文化科学—图书馆学]