图书情报工作 ›› 2021, Vol. 65 ›› Issue (6): 52-62.DOI: 10.13266/j.issn.0252-3116.2021.06.006

• 工作研究 • 上一篇    下一篇

高校图书馆微信标题精准营销策略研究

张吉, 郭晶   

  1. 上海交通大学图书馆 上海 200240
  • 收稿日期:2020-09-25 修回日期:2020-11-30 出版日期:2021-03-20 发布日期:2021-04-22
  • 通讯作者: 郭晶(ORCID 0000-0001-8185-7003),副馆长,研究馆员,博士,通讯作者,E-mail:jguo@lib.sjtu.edu.cn
  • 作者简介:张吉(ORCID 0000-0001-9065-7484),馆员,硕士。
  • 基金资助:
    本文系国家社会科学基金"'质量效益’视阈下图书馆服务创新动力及常态化发展模式研究"(项目编号:16BTQ005)研究成果之一。

Research on WeChat Copywriting Precise Marketing Strategy

Zhang Ji, Guo Jing   

  1. Shanghai Jiao Tong University Library, Shanghai 200240
  • Received:2020-09-25 Revised:2020-11-30 Online:2021-03-20 Published:2021-04-22

摘要: [目的/意义] 控制标题字符长度、运用特殊标点符号、进行标题数字化等微信运营策略已经被高校图书馆普遍应用,但却不能满足现阶段高校图书馆微信精细化运营的需要。从实务操作层面,斟酌标题文本的文字、控制字符长度、使用特殊标点和区分数字标题的应用场景和环境变得尤为迫切。[方法/过程] 选取入围2018年4月15日-28日WCI榜单前50名的29所高校图书馆的524篇标题文本作为研究数据,为了提高数据的代表性与验证结论的可信性,增加对2019年11月榜单、2020年4月15日-28日榜单部分文本数据的分析,结合文本分析法、比较分析法、调研对象访谈等方法,结合网络传播环境下把关人的理论要素,对微信标题文本的内容要素(文字、主题)和形式要素(数字、标点和长度)进行分析,寻找帮助图书馆微信文案从海量信息中脱颖而出的方法,从而实现营销效果的提升。[结果/结论] 构建出一套适合高校图书馆特点的微信标题精准运营策略公式,即从内容本位出发,提取关键新闻要素,对关键新闻要素进行优先级排序,在关键新闻要素中寻找“小切口”突出标引,增加形式要素的技巧,营造持续稳定的新鲜感。

关键词: 高校图书馆, 标题文本, 微信文案, 精准营销策略

Abstract: [Purpose/significance] Suggestions for WeChat operations mostly stay at the macro level, including controlling the length of the title characters, using special punctuation marks, digitizing the title, etc. It is already cannot meet the current needs for WeChat operation. It's particularly urgent to improve operation level to meet the current needs of university library WeChat, including character length, special punctuation and digital titles,etc. [Method/process] The 524 title texts of 29 university libraries that were shortlisted in the top 50 of the WCI list from April 15 to 28, 2018 were selected as the research data. Some data of Nov. 2019 and April 15 to 28, 2020 were also added in order to improve the representativeness of the data and the credibility of conclusions. The content elements (word, subject) and formal elements (number, punctuation and length) of title text have been analyzed using methods such as text analysis, comparative analysis, interviews with survey subjects based on Gatekeeper Theory, to help improve university library WeChat marketing effect. [Result/conclusion] A set of precise operation strategy formula of WeChat titles suitable for the characteristics of university librarieswere proposed:Starting from the content standard, extract key news elements, prioritize key news elements, look for small entry to highlight the title, and create a continuous and stable freshness.

Key words: university library, title text, Wechat copywriting, precise marketing strategy

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