图书馆线上线下融合的新媒体营销实践与策略研究——以南京大学图书馆为例  

Research on Strategies and Case of New Media Marketing with Online and Offline Integration——Taking the Library of Nanjing University as an Example

作　　者：翟晓娟[1] 张宇 史梅[1] Zhai Xiao-juan;Zhang Yu;Shi Mei

机构地区：[1]南京大学图书馆

出　　处：《图书馆理论与实践》2020年第1期102-107,共6页Library Theory and Practice

基　　金：2018年江苏省社会科学基金项目“基于互联网思维的高校图书馆全渠道营销架构研究”(项目编号:18TQB001)系列成果之一

摘　　要：新媒体营销在图书馆界已经进入白热化的竞争状态,线上线下融合是营销的关键词。南京大学图书馆制定了一个全年无休的活动时间轴,并针对每一次活动进行用户细分,采用不同的营销策略,实现线上线下融合式的营销。文章以南京大学图书馆的新媒体营销实践为例,分析策略,总结经验,以期为图书馆营销在激烈的竞争环境下有长足发展提供参考。New media marketing in library circle has entered a white-hot state of competition.Online and offline integration is the keyword of marketing.The Library of Nanjing University has a year-round timeline to organize activities,conducts user segmentation for each activity,and adopts different marketing strategies for different users to realize online and offline integrated marketing.The paper takes the practice of new media marketing in the Library of Nanjing University as an example,analyzes the strategies and summarizes the experiences,hoping to provide references for the substantial development of library marketing in the fierce competition environment.

关 键 词：图书馆营销 线上线下融合 新媒体 

分 类 号：G252.1[文化科学—图书馆学] G258.6