新媒介生态环境下中国图书馆新广告运动研究——以第14届IFLA国际图书馆营销奖中国项目为例  

Research on the New Advertisement Movement of Chinese Library in the Environment of New Media Ecology ——Take The China Projects of The 14th IFLA International Library Marketing Award as Example

作　　者：冯婷[1,2] Feng Ting(School of Information Management,Wuhan University;School of Chinese Language and Literature,Hubei University Education)

机构地区：[1]武汉大学信息管理学院,武汉430072 [2]湖北第二师范学院文学院,武汉430205

出　　处：《图书馆》2018年第7期103-108,共6页Library

摘　　要：新媒介生态环境下,由于政策环境、新媒介发展及国际差距的推动,中国图书馆新广告运动逐渐成形。IFLA国际图书馆营销奖作为世界图书馆界最成功的营销项目,可谓图书馆新广告运动的典范。以2017年第14届IFLA国际图书馆营销奖的中国项目为例,得出图书馆新广告运动的基本方略:建立极致化、精细化营销的运作思路;注重社会关系的建立与重构;运用新型多元化开放平台;关注民众日常生活。In the new media ecology of the environment,the new advertising movement of the Chinese library is gradually forming and has its meaning and value.The main reason lies in three factors,that is the policy environment,realistic environment and international environment.IFLA International Library Marketing Awards,as the most successful marketing cases of the library field,can be described as a model of library field’s new advertising movement.To be‘the China Projects of the 14th IFLA International Library Marketing Award in 2017’as the examples,we can analyze,the operational strategy of the new advertising movement in the library field mainly includes:establishing the ultimate and fine operational thinking of market;paying attention to the establishment and reconstruction of social relations;using new and diverse open platform;taking care of the return of people’s daily lives.

关 键 词：新媒介生态 中国图书馆 新广告运动 IFLA 国际图书馆营销奖 

分 类 号：G259.2[文化科学—图书馆学]