面向教学科研支持的高校图书馆知识类短视频推广策略研究——以整合营销理论为视域  

Research on Promotion Strategy of Knowledge Short Videos in University Library for the Support of Teaching and Research——From the Perspective of Integrated Marketing Theory

作　　者：胡谦锋 Hu Qianfeng

机构地区：[1]南京中医药大学图书馆,江苏南京210000

出　　处：《图书馆工作与研究》2023年第1期69-75,共7页Library Work and Study

摘　　要：本文遵循整合营销理论的内容型营销、全渠道营销、参与式营销思路,在分析教学科研支持视角下我国高校图书馆知识类短视频推广的现状与问题基础上,构建了以内容推广、渠道推广、全员推广为核心的高校图书馆知识类短视频推广策略:创新知识类短视频内容生产模式与叙事方法,增加知识类短视频关注度;构建动态匹配师生教学科研情境的知识类短视频推广矩阵,强化知识类短视频传播力;打造线上线下用户互动式参与知识类短视频推广的场景生态,提高知识类短视频渗透率。This paper follows the ideas of content marketing, omni channel marketing and participatory marketing of integrated marketing theory, and on the basis of analyzing the current situation and problems of knowledge short video promotion of university libraries in China from the perspective of teaching and scientific research support, constructs a knowledge short video promotion strategy of university libraries focusing on content promotion, channel promotion and full promotion: innovate the production mode and narrative method of knowledge short video content, increase the attention of knowledge short videos;Build a knowledge short video promotion matrix that dynamically matches the teaching and research situation of teachers and students, and strengthen the communication power of knowledge short video;Create a scene ecology for online and offline users to participate in the promotion of knowledge short videos interactively, and improve the penetration rate of knowledge short videos.

关 键 词：高校图书馆 知识类短视频 教学科研支持 整合营销理论 

分 类 号：G258.6[文化科学—图书馆学]