微信公众号图书营销研究——以《世上为什么要有图书馆》为例  

Book Marketing in WeChat Official Accounts:A Case Study of Why is There a Library in the World

作　　者：王明慧[1] 于静 WANG Minghui;YU Jing(Information Management College,Heilongjiang University,150080,Harbin,China)

机构地区：[1]黑龙江大学信息管理学院,哈尔滨150080

出　　处：《科技与出版》2025年第3期133-146,共14页Science-Technology & Publication

基　　金：黑龙江省高校基本科研业务经费项目“中国传统家训家规文献词频分析及其思想特征研究”(2021-KYYWF-0108)研究成果之一。

摘　　要：文章以《世上为什么要有图书馆》为样本,使用案例分析法和调查研究法,对发布样本图书营销内容的微信公众号进行调研,分析微信公众号的数量、类型和地区分布,根据推文的阅读量、点赞量和评论数评估微信公众号的影响力。通过通读样本图书全文,浏览微信公众号推文和读者留言,概括样本图书的主要内容,并分析其广受好评的原因,最后提出微信公众号图书营销策略。With the rise of digital media,WeChat official accounts have become important channels for book marketing.This study systematically analyzes the promotion and publicity strategies of the book Why is There a Library in the World via WeChat official accounts and proposes strategic suggestions for cultural institutions utilizing WeChat official accounts for book marketing,this paper selects Why is There a Library in the World as a representative case to explore the related promotional content disseminated through WeChat,mainly using case analysis,investigation research,and network research methods.Specifically,this study first comprehensively investigated the WeChat official accounts involved in promoting this book,and identified a total of 163 WeChat accounts,among which seven accounts demonstrated higher promotional activities,each featuring the book more than twice.These official accounts represent diverse categories,including enterprises,institutions,media,governmental entities,other social organizations,and individual contributors,show a variety of founding subjects,and span across most regions of China.This indicates the impact of the book,reflecting significant attention from different regions and subjects.To evaluate the influence of these official accounts,this paper selects the top 25 tweets and performs a detailed quantitative analysis based on metrics such as readership,likes,and comments(particularly those receiving more than 10 comments).These data not only demonstrate the immediate impact of tweets but also reveal readers'interests and feedback patterns.For example,some highly interactive tweets often included author interviews,book excerpts,or exclusive content,underscoring the importance of providing high-value content in future book marketing.In addition,this paper identifies the reasons why this book is widely praised by carefully browsing tweets on WeChat official accounts and readers'comments and reading through the full text of the book.First,as a distinguished scholar,the uniqueness of the aut

关 键 词：图书营销 微信公众号 社交媒体 阅读推广 

分 类 号：G252.1[文化科学—图书馆学] G252.2