内容营销视角下图书馆短视频服务研究  

Research on Library Short Video Service from the Perspective of Content Marketing

作　　者：李鹏 娄家星[1] Li Peng;Lou Jiaxing

机构地区：[1]山东大学图书馆

出　　处：《图书馆理论与实践》2024年第2期91-97,共7页Library Theory and Practice

基　　金：2022年山东大学图书馆创新服务团队和研究课题“高校图书馆用户服务智慧化工作研究”(项目编号:2022ZB05);2022年中国图书馆学会阅读推广课题立项“基于STP营销理论的高校图书馆阅读推广模式研究”(项目编号:YD2022B54)的研究成果之一。

摘　　要：短视频虽已成为图书馆服务的重要营销手段,但其优势尚未充分发挥。文章通过对抖音平台图书馆视频号的调查分析,发现内容营销是社会化媒体时代网络营销的核心,能够以内容为纽带提升用户关注度与黏性,从而实现营销目标。文章认为,图书馆短视频服务应加强内容营销理论应用,通过重视营销理论应用、有价值内容创建、内容场景化表达、重视数据分析、利用平台规则等营销策略,拉近图书馆与用户之间的距离,增强图书馆短视频服务的影响力。Although short videos have become an important marketing tool for library services,their advantages have not been fully utilized.Through an investigation and analysis of library video accounts on the Douyin platform,this article reveals that content marketing,as a core concept of network marketing in the era of social media,can enhance user attention and engagement by using content as a link,thereby achieving marketing goals.The article argues that library short video services should strengthen the application of content marketing theory.By emphasizing the application of marketing theory,creating valuable content,expressing content in a contextualized manner,prioritizing data analysis,and leveraging platform rules,libraries can shorten the distance between libraries and users and enhance the influence of library short video service.

关 键 词：图书馆 内容营销 短视频 抖音 

分 类 号：G251[文化科学—图书馆学] G206