关键词: 阅读推广, 营销元素, 青少年, 眼动验证

Abstract: [Purpose/Significance] Teenagers have more plasticity, and libraries become one of the public places in terms of their independent access to reading materials and guidance, it is of great significance to use some marketing elements to help this low age group to promote reading. Among them, reading interests influence their responses to marketing elements, and the discovery of rule can help reading services.[Method/Process] According to marketing 4C theory and Maslow's hierarchy of needs, this paper discussed several marketing elements of teenager reading promotion, including the perspectives of physiological survival, psychological security, self social, respect and self-realization of user needs, as well as user cost, convenience and communication. This paper used questionnaire scale data test and eye tracking technology to explore the influence of marketing elements on liking and attraction in the two situations of organizational participation and free acceptance of information.[Result/Conclusion] It is found that these nine marketing elements have a positive effect on the reading promotion of low-age teenagers, which is conducive to the development and promotion of activities. There were several efficacy changes in the two situations and in the high, middle and low reading interest groups.

Key words: reading promotion, marketing elements, teenager, eye movement verification