基于ICM理念的高校图书馆营销之践行  

The Practice of University Library Marketing based on the ICM Concept

作　　者：邢奕[1] 

机构地区：[1]内蒙古科技大学图书馆,内蒙古包头014010

出　　处：《四川图书馆学报》2017年第1期81-84,共4页Journal of The Library Science Society of Sichuan

摘　　要：引入ICM"卷入式"创意营销理念,结合各高校图书馆的营销活动实践,提出以创意为核心开展读者关注卷入、读者行为卷入及品牌卷入三个层次的营销活动,激发读者与图书馆之间产生良性互动循环。The author introduced an involved creative marketing based on the marketing practice of university library, put forward the ideas that take creativity as the core to carry out maketing activities with the involvement of the readers＇ attention, behavior and brand of three levels of involvement, and to stimulate the positive interaction between the reader and library, bring the service brand of library in the reader＇ s mind.

关 键 词：高校图书馆 卷入 创意 营销 

分 类 号：G252[文化科学—图书馆学]