整合营销策略视角下高校图书馆阅读推广研究  

Research on Reading Promotion of University Libraries from the Perspective of Integrated Marketing Strategy

作　　者：何建新[1] 刘信洪[1] He Jianxin;Liu Xinhong(South China Agricuhural University, Guangzhou, Guangdong 510642, China)

机构地区：[1]华南农业大学,广州510642

出　　处：《高校图书馆工作》2017年第6期70-73,共4页Library Work in Colleges and Universities

基　　金：广东省哲学社会科学"十二五"规划2015年度一般项目"‘互联网+’时代的高校图书馆阅读推广长效机制研究"(项目编号:GD15CTS01)研究成果之一

摘　　要：文章从整合营销策略的角度,为高校图书馆开展阅读推广活动提供可借鉴的推广策略。分析整合营销策略与高校图书馆阅读推广相结合的思路;运用整合营销的促销组织机构策略、精准营销策略、传播策略、品牌策略、平台营销策略、跨界营销策略与高校图书馆相关阅读推广相结合。This paper provides references for the university libraries to carry out reading promotion activities from the perspective of in- tegrated marketing strategy, describes the concept of integrated marketing, analyzes the combination idea of integrated marketing strate- gy and reading promotion of university libraries, combines promotion organization strategy, accurate marketing strategy, communication strategy, platform brand strategy, marketing strategy, crossover marketing strategy of integrated marketing with the reading promotion of university libraries to promote the reading promotion sustainability of university libraries. 25 refs.

关 键 词：阅读推广策略 整合营销策略 阅读推广 高校图书馆 

分 类 号：G252[文化科学—图书馆学]