基于微信的高校图书馆品牌营销现状与策略研究  

The Present Situation and Strategy Study on the We Chat Supported University Library Brand Marketing

作　　者：洪海娟[1] 卢振波[1] 

机构地区：[1]浙江工业大学图书馆,浙江杭州310014

出　　处：《现代情报》2014年第12期95-99,共5页Journal of Modern Information

基　　金：2013年国家社科基金项目"基于社会化媒体的图书馆品牌营销研究"(项目编号:13BTQ016)的研究成果之一

摘　　要：文章以"211工程"大学图书馆为例,对我国高校图书馆利用微信公众平台进行图书馆品牌营销的现状进行调查,分析当前高校图书馆微信营销存在的问题,提出符合图书馆自身特点的微信营销策略,包括:明确微信服务定位、加强微信账号推广、增强微信获取方式的便捷性、完善微信自助服务功能、改进微信营销内容质量、开发微信营销新功能,以期实现微信与图书馆品牌营销的有机融合。The article investigated the present situation of the university library in our country using public platform of WeChat in brand marketing, which took the ＂211 Engineering＂ university library for example. Moreover, the article analyzed the existing problems of the WeChat supported university library brand marketing, and proposed appropriate WeChat marketing strategy conform to the characteristics of the library itself. The appropriate strategy is designed to realize the organic integration of WeChat and library brand marketing, which included： clear WeChat service orientation, strengthening the WeChat account expanding, strengthening the ease of WeChat access, improving the WeChat self- service functionality, improving the quality of WeChat marketing content, and the development of WeChat marketing new features.

关 键 词：微信 高校图书馆 品牌营销 

分 类 号：G251[文化科学—图书馆学]