基于AARRR模型的图书馆短视频服务营销研究  

Research on Short Video Service Marketing of Library Based on AARRR Model

作　　者：王德银 WANG De-yin(Anhui Yuhuida Culture Communication Co.Ltd.,Hefei 230001,China)

机构地区：[1]安徽宇汇达文化传播有限公司,合肥230001

出　　处：《大学图书情报学刊》2024年第5期127-132,共6页Journal of Academic Library and Information Science

摘　　要：利用短视频开展服务营销,为图书馆文化品牌创造新的发展机遇。文章对AARRR模型概念进行概述,并对AARRR模型与图书馆短视频服务营销适用性进行分析,从用户获取、用户激活、用户留存、获得收益、推荐传播五个关键要素提出服务营销策略,即打通营销引流渠道,提升线上线下互动频次;聚焦内容口碑打造,增强短视频吸引力;强化用户信任关联,激活用户价值认同;重视营销品牌形象建设,提高短视频营销推力;加强用户服务营销关联,触发自分享传播。The use of short videos to carry out marketing services will create new opportunities for the development of cultural brands of public libraries.This paper introduces the concept of AARRR model,analyzes the applicability of AARRR model and short video service marketing of public libraries,and puts forward service marketing strategies from five key elements of user acquisition,user activation,user retention,revenue acquisition and recommendation communication,that is,to open up marketing channels and enhance the frequency of online and offline interaction,to focus on the creation of content word of mouth to enhance the attractiveness of short videos,to strengthen the user trust association to activate the user value identity,to attach importance to the construction of marketing brand image to improve the short video marketing thrust,and to strengthen the user service marketing association to trigger self-sharing communication.

关 键 词：图书馆服务 短视频 服务营销 AARRR模型 

分 类 号：G252[文化科学—图书馆学] F274[经济管理—企业管理]