图书情报工作 ›› 2021, Vol. 65 ›› Issue (14): 74-81.DOI: 10.13266/j.issn.0252-3116.2021.14.009

• 工作研究 • 上一篇    下一篇

图书馆吉祥物体验式营销的实践与探索——以金陵图书馆为例

周樱格, 王蓓, 杨峥   

  1. 金陵图书馆 南京 210019
  • 收稿日期:2020-09-27 修回日期:2021-04-08 出版日期:2021-07-20 发布日期:2021-07-21
  • 作者简介:周樱格(ORCID:0000-0002-1129-7175),活动服务部主任,副研究馆员,硕士,E-mail:zhouyg@jllib.cn;王蓓(ORCID:0000-0003-2330-6224),馆员;杨峥(ORCID:0000-0002-1664-464X),副馆长,研究馆员,硕士。

Practice and Exploration of Experiential Marketing on Library Mascot: Taking Jinling Library as Example

Zhou Yingge, Wang Bei, Yang Zheng   

  1. Jinling Library, Nanjing 210019
  • Received:2020-09-27 Revised:2021-04-08 Online:2021-07-20 Published:2021-07-21

摘要: [目的/意义] 以金陵图书馆"阅美家园"吉祥物为例,探讨基于体验式营销的图书馆营销推广模式和策略。[方法/过程] 论述图书馆吉祥物体验式营销推广的必要性,从设计思路、版权保护和衍生品开发3个方面简述金陵图书馆吉祥物的设计开发,并从感官、情感、思考、行动、关联5个方面阐述"阅美家园"吉祥物体验式营销实践。[结果/结论] 提出图书馆吉祥物体验式营销的策略。

关键词: 图书馆, 吉祥物, 体验式营销

Abstract: [Purpose/significance] Taking the Yuemei Family Mascots of Jinling Library as an example, this paper discusses the model and strategy of library experiential marketing.[Method/process] This paper revealed the necessity of experiential marketing for library mascots and briefly introduced how Jinling Library promoted its mascot in terms of three factors, design ideas, copyright protection, and the development of derivative products.In the meanwhile, the paper expounded the experiential marketing practice of mascot from five aspects of sense, emotion, thinking, action and connection. [Result/conclusion] This paper proposes some suggestions for experiential marketing on library mascot.

Key words: library, mascot, experiential marketing

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