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图书情报工作 ›› 2021, Vol. 65 ›› Issue (1): 76-81.DOI: 10.13266/j.issn.0252-3116.2021.01.012

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

融媒体时代公共图书馆营销推广的实践探索与思考——以杭州图书馆为例

刘冬   

  1. 杭州图书馆 杭州 310016
  • 收稿日期:2020-01-04 修回日期:2021-01-19 出版日期:2021-01-05 发布日期:2021-01-05
  • 作者简介:刘冬,杭州图书馆党委书记,馆长,政工师,在职研究生,E-mail:1486733053@qq.com。

Exploration and Thinking of Public Library Marketing in the Era of Media Convergence——Taking Hangzhou Public Library as an Example

Liu Dong   

  1. Hangzhou Public Library, Hangzhou 310016
  • Received:2020-01-04 Revised:2021-01-19 Online:2021-01-05 Published:2021-01-05

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摘要： [目的/意义] 以融媒体时代为背景，以杭州图书馆营销推广实践为案例，深入剖析公共图书馆营销推广工作与融媒体的结合，引导公共图书馆更好地开展营销推广工作。[方法/过程] 采用个案研究法，从杭州图书馆营销推广个案出发剖析营销推广的可行路径，并提出若干思考与建议。[结果/结论] 在融媒体时代，公共图书馆的营销推广应充分借助融媒体的优势，探索进一步加强营销推广工作，促进公共图书馆社会认知度的提高，更有利于提升公共图书馆的社会地位与社会影响力。

关键词: 融媒体, 公共图书馆, 营销推广, 杭州图书馆

Abstract: [Purpose/significance] With the background of the media convergence and the case study of Hangzhou Public Library's marketing practice, the combination of public library's marketing with media convergence is analyzed to guide public libraries to carry out marketing better. [Method/process] This paper adopted the the case study method to analyze the marketing case of Hangzhou Public Library, outlined the possible routes, and proposed some thoughts and suggestions. [Result/conclusion] In the age of media convergence, public libraries should explore the advantages of media convergence in marketing and improve the library marketing, and promote the social awareness of public libraries and further improve the social status and impact of public libraries.

Key words: media convergence, public library, library marketing, hangzhou library

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