基于AARRR营销模型的高职图书馆阅读推广实践探索  

Exploring the Promotion of Reading in Higher Vocational College Libraries Based on the AARRR Marketing Model

作　　者：战玲 宋岩 ZHAN Ling;SONG Yan(Library,Guangdong Mechanical and Electrical Polytechnic,Guangzhou 510515,China)

机构地区：[1]广东机电职业技术学院图书馆,广东广州510515

出　　处：《广州城市职业学院学报》2024年第3期81-84,共4页Journal Of Guangzhou City Polytechnic

摘　　要：在高职院校图书馆阅读推广活动效果不佳、学生阅读兴趣不高的情况下,如何利用AARRR营销模型让高职学生成为阅读推广的主体要素,来推动阅读推广工作走实有效,是值得探索实践的课题。广东机电职业技术学院图书馆深入挖掘和开发由学生组成的读者协会这一营销队伍,基于AARRR模型,通过获取新用户、提高用户活跃度、提高用户留存率、塑造品牌、自传播等环节,开展阅读推广活动实践探索,解决了工作人员数量不足和素质不高的问题,发挥了学生在阅读推广中的主动性,利用了朋辈影响力,显著提高了学生的阅读兴趣和图书馆利用效率。In the context of poor outcomes in reading promotion initiatives within vocational college libraries and limited student interest in reading,the utilization of the AARRR marketing model to engage vocational college students as the primary drivers of reading promotion and to facilitate the practical and effective execution of reading promotion efforts is an important area for exploration and implementation.The library at Guangdong Vocational and Technical College of Mechanical and Electrical Engineering has extensively developed a marketing team centered around student readers'associations.Through the application of the AARRR model,practical exploration of reading promotion activities has been conducted,focusing on acquiring new users,increasing user engagement,enhancing user retention,building brand identity,and promoting self-broadcasting.This approach has addressed issues related to insufficient and low‐quality staff,actively contributing to student reading promotion,leveraging peer influence,and notably enhancing both student interest in reading and library efficiency.

关 键 词：高职院校 图书馆 AARRR营销模型 阅读推广 

分 类 号：G250[文化科学—图书馆学]