基于网络整合营销4I原则的公共数字文化服务营销  

Public Digital Cultural Service Marketing Based on the 4I Principle of Network Integrated Marketing

作　　者：胡佳豪 戴艳清[1] HU Jiahao;DAI Yanqing

机构地区：[1]湘潭大学公共管理学院

出　　处：《图书馆论坛》2021年第6期25-33,共9页Library Tribune

基　　金：国家社会科学基金青年项目“基于用户体验的公共数字文化服务营销研究”(项目编号:15CTQ010)研究成果。

摘　　要：文章基于网络整合营销4I原则对公共数字文化服务营销展开研究,为公共文化机构开展服务营销提供理论依据和实践建议。在对公共数字文化服务营销进行解读的基础上提出营销框架及要点,并以广西壮族自治区图书馆服务营销实践为例进行分析。研究表明,4I原则在公共数字文化服务营销中体现出以公众需求为导向、提升服务效能、注重提高使用价值等价值理念,可挖掘出融入趣味元素、吸纳公众参与、重视公众需求、增加使用价值、强化互动交流、增强用户黏性、凝聚服务特色、满足公众个性化需求等营销要点。公共数字文化服务营销以公众为中心,最终也可以通过公众的主动和持续参与强化服务营销效果。Based on the 4I principle of network integrated marketing,this article studies public digital cultural service marketing and provides a theoretical basis and practical suggestions for public cultural institutions.It interprets public digital cultural service marketing,puts forward a marketing framework and the key elements of marketing strategy,and analyzes the service marketing practice by using Library of Guangxi Zhuang Autonomous Region as an example.The authors believe that the 4I principle is reflected by orienting to public needs,improving service efficiency,and focusing on improving use value.On this basis,main marketing points like combining interesting elements,attracting public participation,paying attention to public demand,increasing use value,strengthening interactive communication,enhancing customer loyalty,reinforcing service characteristics,meeting personalized needs of the public,etc.,are proposed.Suggestions on broadening marketing channels and promoting public participation in communication for Library of Guangxi Zhuang Autonomous Region are also put forward.The authors believe that public digital cultural service marketing is centered on people,and ultimately,public participation can be used to enhance service marketing effects.

关 键 词：公共数字文化服务 网络整合营销4I原则 服务营销 广西壮族自治区图书馆 

分 类 号：G252[文化科学—图书馆学] G249.2