“双一流”高校图书馆短视频阅读推广策略优化研究  

Optimization of short video reading promotion strategies for“double first-class”university libraries

作　　者：朱若星 杨鲜艳[1] 施薇 杨梦洁 闫二开 Zhu Ruoxing;Yang Xianyan;Shi Wei;Yang Mengjie;Yan Erkai(Library,Northwestern Polytechnical University,Xi’an 710072,China;Student Office,Northwestern Polytechnical University,Xi’an 710072,China)

机构地区：[1]西北工业大学图书馆,陕西西安710072 [2]西北工业大学党委学生工作部,陕西西安710072

出　　处：《江苏科技信息》2023年第33期72-76,共5页Jiangsu Science and Technology Information

基　　金：中国图书馆学会阅读推广课题,项目名称:“双一流”高校图书馆短视频阅读推广调查研究,项目编号:YD2022B108;西北工业大学发展战略研究基金,项目名称:我校历史上的“大先生”专业素养养成及影响因素研究,项目编号:2023FZY45;西北工业大学高等教育研究基金(国际化人才培养专项),项目名称:基于国际合作论文的全球合作网络的剖析与建构,项目编号:GJGZWT202303。

摘　　要：随着数字阅读率的不断攀升,短视频在阅读推广方面的重要性日益显现。然而目前,我国利用短视频开展阅读推广的多为公共图书馆,高校图书馆“市场份额抢占度”并不高,相关实践和理论研究还处于初期阶段。文章基于视频社会化的时代背景,对42所“双一流”高校图书馆在微信公众号、微信视频号、抖音、Bilibili平台、小红书5个平台开展短视频阅读推广情况进行调研分析。通过引入4C营销理论得出高校图书馆存在用户需求不明确、短视频制作成本高、渠道运营力度小和沟通反馈不及时等实践困境,进而更深入地探讨了高校图书馆短视频阅读推广优化策略,完善数字媒介阅读推广专业化发展理论,为今后图书馆人开展线上阅读推广提供具体的方法借鉴。With the continuous increase of digital reading rate,the importance of short videos in reading promotion is becoming increasingly apparent.However,currently,public libraries in China mainly use short videos for reading promotion,and the“market share grabbing rate”of university libraries is not high,relevant practical and theoretical research is still in the early stage.Based on the era background of video socialization,this paper conducts research and analysis on the promotion of short video reading in 42“double first-class”university libraries on five platforms,namely,WeChat official account,WeChat video account,Tiktok,Bilibili platform,and Little Red Book.By introducing the 4C marketing theory,it is concluded that university libraries face practical difficulties such as unclear user needs,high production costs for short videos,low channel operation efforts,and delayed communication and feedback.Then further explores the optimization strategies for short video reading promotion in university libraries,improves the professional development theory of digital media reading promotion,and provides specific methods for librarians to carry out online reading promotion in the future.

关 键 词：“双一流” 高校图书馆 短视频 阅读推广 

分 类 号：G252.17[文化科学—图书馆学] G258.6G206