基于立体营销理念的高校图书馆阅读推广模式探讨

"互联网+"背景下,传统的图书馆阅读推广服务需要转型,文章从立体营销学视角剖析了高校图书馆服务营销存在的问题,提出了基于立体营销理念的阅读推广模式创新性策略,即细分读者群体,实现阅读推广的精准营销;依托自身资源,打造阅读推广文化服务品牌;拓展移动服务,增值阅读推广品牌的内涵。提出了高校图书馆阅读推广立体营销模式的构建实施方案,即有效集成数据系统,构建阅读推广立体营销的框架,建立阅读推广立体营销评估机制,构建以读者为中心的终生立体营销模式,以期建立新媒体时代下的全民阅读社会。

Discussion on the Three-dimensional Marketing Mode for Reading Promotion Services of Libraries of Colleges and Universities

Under the background of "Internet+", reading promotion services of traditional libraries need to be transformed. This article analyzed the existing problems of service marketing of libraries of colleges and universities from the perspective of three-dimensional marketing, and put forward the innovative strategies: subdividing readers to realize the reading promotion precision marketing;relying on own resources to build the reading promotion brand;expanding mobile services to add the value of reading promotion. It also proposed the construction and implementation scheme for the three-dimensional marketing of reading promotion of libraries of colleges and universities: effectively integrate the data system, build the framework of the three-dimensional marketing of reading promotion, establish the evaluation mechanism of the three-dimensional marketing of reading promotion, and build the life-long three-dimensional marketing model centered on readers, in order to build a reading society for all in the new media era.