全媒体时代公共图书馆抖音合作营销发展研究:现状、困境及策略  

Research on the Development of Public Library Cooperative Marketing Via Tik Tok Short Video in the Era of Omnimedia:Current Situation,Dilemmas and Strategies

作　　者：汪然 马骥[2] Wang Ran;Ma Ji

机构地区：[1]金陵图书馆,江苏南京210019 [2]金陵图书馆宣传营销部,江苏南京210019

出　　处：《新世纪图书馆》2022年第2期30-35,共6页New Century Library

摘　　要：抖音短视频已成为当前广大市民闲暇娱乐的重要手机软件工具,公共图书馆已陆续开始在抖音短视频平台上尝试自我营销。论文通过详细梳理公共图书馆在抖音平台的合作营销优势,针对目前各图书馆抖音营销进行现状分析,总结问题背后的发展困境,探索具有较强操作性的改良办法和发展策略,为公共图书馆的抖音营销实践、全网联动合作和社会协同发展提供可供借鉴的思路和建议。The Tik Tok short video has become an important tool for public leisure and entertainment.Public libraries have begun to try self-marketing on this platform.This study analyzes the cooperative marketing advantages of public libraries on the Tik Tok platform,the current situation of Tik Tok marketing thereon,and summarizes the dilemmas encountered behind the problems,finally bringing forward operable improvement method and development strategy in order to provide ideas and suggestions for public libraries regarding Tik Tok marketing practice as well as their networkwide and social collaborative development.

关 键 词：抖音 短视频 公共图书馆 合作 营销 

分 类 号：G252[文化科学—图书馆学] G258.2