图书馆微博营销探究  

Research on Library Marketing via Microblogging

作　　者：靳爱红[1] 

机构地区：[1]河南省图书馆

出　　处：《图书馆杂志》2016年第3期55-59,共5页Library Journal

摘　　要：图书馆微博营销是一种整合营销、软性营销和公益性营销的营销方式。与图书馆传统营销相比,微博营销在成本支出、受众范围、亲和力指数以及可评价性等方面具有优势。可以从话题营销、活动营销、交互营销、事件营销、名人营销、服务营销等方面提升图书馆微博营销绩效的效果。Library microblogging marketing is an integrated marketing, soft marketing and welfare marketing. The article compared microblogging marketing with the traditional library marketing, and expounded and evaluated advantages of the former in terms of costs, audience reach, affinity index. It also proposed to enhance the microblogging marketing performance by utilizing celebrities, interactions, events, service, and so forth.

关 键 词：图书馆 微博 微博营销 

分 类 号：G250.7-F[文化科学—图书馆学]