基于新媒体平台的侨批档案推广策略研究  

Research on the Promotion Strategies of Qiaopi Based on the New Media Platform

作　　者：李海涛[1] 陈思伶 何欣彤 林可楠 段丹 李晓晓 Li Haitao;Chen Siling;He Xintong;Lin Kenan;Duan Dan;Li Xiaoxiao(School of Information Management,Sun Yat-sen University,Guangzhou 510006,China;School of Government,Sun Yat-sen University,Guangzhou 510006,China)

机构地区：[1]中山大学信息管理学院,广州510006 [2]中山大学政治与公共事务管理学院,广州510006

出　　处：《文献与数据学报》2022年第4期22-34,共13页Journal of Library and Data

基　　金：中山大学2022年本科教学质量工程类项目“‘档案文献编纂学’一流本科课程建设研究”项目研究成果之一。

摘　　要：[目的/意义]基于侨批档案推广实践和新媒体技术在古籍推广中的运用,探索利用新媒体技术推广侨批档案的策略,构建活化侨批档案、传承侨批文化、延续侨批记忆的路径。[方法/过程]运用7Ps服务营销理论,基于扎根理论从推广主体、形式、内容、效果和宣传方式五个角度对侨批档案推广案例进行编码分析,总结侨批档案资源特性及推广中存在的问题。借鉴新媒体环境下的古籍推广经验,探索新媒体与侨批档案推广的融合之道。[结果/结论]针对侨批档案推广存在的社会力量能动性欠缺、内容挖掘不足、新媒体技术运用不够充分等问题,应通过推广主体社会化、推广形式和宣传方式融合新媒体技术、推广效果分众化等策略发挥新媒体技术的优势,推动珍贵的侨批档案进一步走向社会公众。[Purpose/signifi cance]Based on the practice of Qiaopi’s promotion and the application of new media technology in the promotion of ancient books,this paper explores the promotion strategies of Qiaopi based on the new media platform,in order to activate Qiaopi,inherit the culture of Qiaopi and continue the memory of Qiaopi.[Methods/process]Using the marketing theory of 7Ps,this paper analyzes the practice cases of Qiaopi’s promotion based on the method of grounded theory from five perspectives:promotion subject,promotion form,promotion content,promotion effect and publicity method,and summarizes the characteristics of Qiaopi and the problems existing in the practice of Qiaopi’s promotion.Learning from the experiences of ancient books’promotion under the new media environment,this paper explores the integration of new media and the promotion of Qiaopi.[Result/conclusion]There are some diffi culties in Qiaopi’s promotion,such as the lack of social forces,insuffi cient content mining and inadequate use of new media technology.To solve these problems,we can use strategies such as encouraging the public to promote Qiaopi freely,integrating new media technology in promotion form and publicity mode,spreading the culture of Qiaopi by more new media platform to people.

关 键 词：侨批档案 侨批档案推广 新媒体 7Ps服务营销理论 

分 类 号：G273.3[文化科学—档案学]