基于AISAS模型的公共图书馆视频运营策略研究--以哔哩哔哩平台为例  

Research on Video Operation Strategy of Public Library Based on AISAS Model: A Case Study of Bilibili Platform

作　　者：蒋露娟[1] JIANG Lu-juan(Guangxi Zhuang Autonomous Region Library,Nanning 530022,China)

机构地区：[1]广西壮族自治区图书馆,南宁530022

出　　处：《大学图书情报学刊》2023年第2期28-33,共6页Journal of Academic Library and Information Science

摘　　要：文章以公共图书馆为研究对象,调研了公共图书馆在哔哩哔哩平台的视频运营现状,结合AISAS营销模型分析公共图书馆在哔哩哔哩平台视频运营中存在的问题。针对存在的问题提出运营策略,即:深耕视频内容,增加用户关注度;建设专业团队,规范平台运营;传递核心价值,建立互动机制;打造视频营销品牌,激励用户口碑分享。This paper takes the public library as the research object, investigates the operation status of the public library in Bilibili platform, and analyzes the problems existing in the operation of the public libraries in Bilibili platform combined with AISAS marketing model. In view of the existing problems, this paper puts forward four operational strategies: to increase users’ attention by deeply cultivating video content, to normalize platform operation by building professional teams, to establish interactive mechanisms by transferring core values,,and to encourage users to share praise by building video marketing brands.

关 键 词：公共图书馆 视频运营 哔哩哔哩 AISAS模型 

分 类 号：G258.2[文化科学—图书馆学]