图书情报工作 ›› 2021, Vol. 65 ›› Issue (1): 70-75.DOI: 10.13266/j.issn.0252-3116.2021.01.011

所属专题: 图书情报与档案管理前沿热点专辑

• 图书情报与档案管理前沿热点专辑 • 上一篇    下一篇

从“读者留言东莞图书馆”事件思考图书馆营销

李东来, 祝迹   

  1. 东莞图书馆 东莞 523071
  • 收稿日期:2020-11-23 修回日期:2020-12-31 出版日期:2021-01-05 发布日期:2021-01-05
  • 作者简介:李东来(ORCID:0000-0003-4215-1301),馆长,中国图书馆学会阅读推广委员会主任,研究馆员,E-mail:dlli@dglib.cn;祝迹(ORCID:0000-0001-8583-5143),馆员,硕士。

Thought on Library Marketing from the Event of “Reader's Message to Dongguan Library”

Li Donglai, Zhu Ji   

  1. Dongguan Library, Dongguan 523071
  • Received:2020-11-23 Revised:2020-12-31 Online:2021-01-05 Published:2021-01-05

摘要: [目的/意义] 有效的传播能够激发和提升营销效果,通过对具体营销案例的分析,加深对于图书馆营销的认识。[方法/过程] 以2020年端午期间东莞图书馆读者留言事件为例,还原整个事件的传播过程,指出行业媒体在图书馆营销传播中的重要性,并借鉴传播学“议程设置”概念探讨图书馆和行业媒体如何通过传播议题设置及内容策划开展常态化营销工作。[结果/结论] 图书馆的专业能力是图书馆营销的基本前提,行业媒体传播内容的系统性策划是引导公众关注图书馆的有效途径,同行聚力是实现营销效果最大化的有力保障。

关键词: 读者留言, 传播学, 行业媒体, 图书馆营销

Abstract: [Purpose/significance] Effective dissemination stimulates and improves the marketing effect, and specific marketing case analysis facilitates the understanding of the library marketing. [Method/process] Based on the event of reader's message in Dongguan library during the Dragon Boat Festival in 2020, this paper restored the dissemination process of the whole event and emphasized the importance of professional media in library marketing dissemination. Also, under the concept of “agenda setting” of communication science, this paper explored the launching plans of daily marketing work of libraries and professional media through the setting and content of communication topics. [Result/conclusion] Professional competence is the premise of library marketing; systematic planning of the communication content of professional media is an effective way to draw the attention of the public to libraries; and peer cohesion is a powerful guarantee for maximizing marketing effect.

Key words: reader's message, communication, professional media, library marketing

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