“互联网+”时代下的高职院校图书馆社交媒体营销模式研究  

Research on the Social Media Marketing Model of Vocational College Library in the“Internet + ”Era

作　　者：莫扬海[1] MO Yang-hai(Library of Guangdong Industry Polytechnic,Guangzhou 510300,China)

机构地区：[1]广东轻工职业技术学院,广东广州510300

出　　处：《图书馆研究》2020年第3期74-79,共6页Library Research

基　　金：2019年广东轻工职业技术学院人文社会科学研究项目““互联网+”时代高职图书馆社交媒体营销研究”(课题编号:SK2019-034)研究成果之一。

摘　　要：通过互联网中的社交媒体,将图书馆资源与服务中具有价值性的内容以网上传播的模式向读者散布,重塑图书馆与读者之间的社会关系,达成图书馆资源服务的目标。采用问卷调查方法,选取40家高职院校图书馆作为调研对象,分析目前"互联网+"时代下高职院校图书馆社交媒体营销模式的现状。高职院校图书馆的社交媒体营销方式存在营销内容同质化、用户粘度稀松性、平台运营松散型的问题,其原因在于对互联网时代下图书馆服务模式转型认识不够,缺乏社交媒体营销人员配置、专项经费和整体运营方案。可以根据营销的四要素,建立以高校图书馆为营销中心,读者为营销对象的社交媒体平台,重视内容系统建设的营销内容,构建面向"互联网+"的高职院校图书馆社交媒体营销模式。同时,将高职院校图书馆社交媒体营销模式总框架划分为五个层次,即目标层、支撑层、服务层、应用层、服务层,以层层递进的形式发挥各中心的独特功能,实现高职院校图书馆营销工作全局性、流程性、协调性、针对性、系统性的协同运作。Through social media on the Internet, the valuable content of library resources and services is distributed to readers in an online mode to reshape the social relationship between the library and readers and achieve the goal of library resource services. The questionnaire survey method was used to select 40 vocational college libraries as the research object to analyze the current status of the social media marketing model of vocational college libraries in the Internet + era. Vocational college libraries’ social media marketing model is homogeneous marketing content, sparse user viscosity, and loose platform operation. The reasons are insufficient understanding of the transformation of library service models in the Internet era, and the lack of social media marketing staffing, special funding, and overall operating plans. According to the four elements of marketing, This paper establishes a social media platform with the University Library as the marketing center and the readers as the marketing objects, pays attention to the marketing contents of the content system construction, and constructs the social media marketing mode of the university library facing the Internet +. The general framework of the Social Media Marketing Model of the Library of higher vocational colleges is divided into five levels, namely, the target level, the support level, the service level, the application level and the service level, to realize the overall, process, coordination, pertinence and systematic cooperative operation of the library marketing work in higher vocational colleges.

关 键 词：“互联网+” 高职院校图书馆 社交媒体 图书馆营销 

分 类 号：G250[文化科学—图书馆学]