公共图书馆场景营销实现路径研究  

Research on the Implementation Path of Scene Marketing in Public Library

作　　者：王毅[1] 顾雨佳 Wang Yi;Gu Yujia

机构地区：[1]上海大学文化遗产与信息管理学院

出　　处：《图书馆理论与实践》2024年第3期35-42,共8页Library Theory and Practice

基　　金：2023年国家社会科学基金一般项目“国家文化数字化战略背景下公共文化资源创意开发协同机制研究”(项目编号:23BTQ001)的研究成果之一。

摘　　要：场景营销是一种综合运用来自场景和用户的信息,以与用户之间建立深层次连接为核心目标的新营销理论,将其引入公共图书馆有利于提升图书馆文化服务水平,加强图书馆品牌建设发展。文章阐述了场景及场景营销的内涵意义,梳理当前图书馆场景营销的研究现状,总结国内外公共文化机构场景营销的两类主体内容和三种模式,借鉴其经验并提出叙事型、体验型和共创型的公共图书馆场景营销实现路径。Scene marketing is a new marketing theory that comprehensively utilizes information from scenes and users,with the core goal of establishing deep connections with users.Introducing scene marketing into public library is conducive to improving the level of library cultural service and enhancing library brand development.This article elaborates on the connotations and significance of scenes and scene marketing,reviews the current research status of library scene marketing,summarizes the two main contents and three modes of scene marketing in public cultural institutions at home and abroad.Drawing on their experiences,it proposes narrative,experiential,and co-creation paths for implementing scene marketing in public libraries.

关 键 词：公共图书馆 场景营销 文化数字化 品牌建设 图书馆营销 

分 类 号：G252[文化科学—图书馆学] G258.2