公共数字文化服务营销推广现状、问题及对策研究  

Research on the Current Situation,Problems and Countermeasures of Public Digital Culture Service Marketing

作　　者：韦楠华[1] 吴高[2,3] 

机构地区：[1]桂林电子科技大学图书馆 [2]广西师范大学图书馆 [3]中山大学资讯管理学院

出　　处：《图书馆学研究》2018年第17期61-67,共7页Research on Library Science

基　　金：国家社科基金项目"基于制度创新视角的公共数字文化建设机制研究"(项目编号:13CTQ006)阶段性研究成果

摘　　要：在新媒体时代,以公众需求为导向开展公共数字文化服务营销研究具有重要意义。目前我国公共数字文化服务营销存在许多问题,主要表现为服务营销意识有待加强、服务营销需求把握不准、服务营销模式较为单一、服务营销品牌特色不强、服务营销保障机制不足等。针对上述问题,具体完善对策有开展数字文化精准营销,树立服务营销新型理念,精准分析用户需求;构建多元服务营销体系,重视传统媒体营销,加强新型媒体营销,并举办创意推广活动和塑造特色服务品牌;从组织机构、经费投入和人才队伍三方面,来完善服务营销保障机制。In the new media era, it is of great significance to carry out the research on public digital cultural services based on public demand. At present in China service marketing of public digital culture exists many problems, such as the awareness of service marketing needing to be strengthened, the demand for service marketing being inaccurate, service marketing mode being relatively single, the service marketing brand being not strong and inadequate service marketing guarantee mechanism. In view of the above problems, the specific countermeasures are： to carry out accurate marketing of digital culture, establishing a new concept of service marketing, and analyzing the needs of users; to build a multi-service marketing system, attaching importance to traditional media marketing, strengthening new media marketing, holding creative promotion activities and creating characteristic service brand; to improve the service marketing guarantee mechanism from three aspects： organizational structure, fund input and talent team.

关 键 词：公共文化 公共数字文化 服务营销 营销推广 新媒体营销 精准营销 

分 类 号：G249.2[文化科学]