基于微信视频号的公共图书馆数字阅读营销策略研究  

Research on Digital Reading Marketing Strategy of Public Library Based on WeChat Video Number

作　　者：王晴[1] Wang Qing

机构地区：[1]江西省图书馆,江西南昌330046

出　　处：《图书馆工作与研究》2022年第8期116-122,共7页Library Work and Study

摘　　要：本文以“微信视频号传播力指数”为依据,选取在用户规模、品牌声誉等方面表现突出的10个公共图书馆微信视频号作为研究对象,利用归纳演绎、对比分析与案例分析方法提炼样本馆微信视频号数字阅读营销实践经验。分析结果表明,创建高质量读书类视频,建立基于账号矩阵的营销渠道,开展以沉淀用户为主旨的社群互动,是样本馆微信视频号数字阅读营销的主要特色。以其为参考,公共图书馆可设计以微信视频号内容营销、矩阵营销、体验营销为核心的策略体系,着力提升用户数字阅读关注度、参与度与活跃度。Based on the "WVCI", this paper selects ten WeChat video numbers of public libraries with outstanding performance in user scale and brand reputation as the research object, and uses inductive deduction, comparative analysis and case analysis to extract the practical experience of WeChat video number digital reading marketing of sample libraries. The results show that creating high-quality reading videos, establishing marketing channels based on account matrix, and carrying out community interaction with the purpose of depositing users are the main characteristics of the digital reading marketing of the sample library’s WeChat video number. Taking it as a reference, public libraries can design a strategic system with WeChat video number content marketing, matrix marketing and experience marketing as the core, and strive to improve users’ attention, participation and activity of digital reading.

关 键 词：微信视频号 公共图书馆 数字阅读 营销 

分 类 号：G258.2[文化科学—图书馆学] G252.1