[目的/意义]从阅读推广的视角来探究图书馆朗读亭的建设,基于大数据分析图书馆朗读亭用户朗读偏好差异,提出图书馆朗读亭阅读推广的策略。[方法/过程]在界定朗读亭是一种新的阅读推广形式后,对12所图书馆105 496条朗读数据进行编码,运用SPSS 21.0进行描述性统计和多元线性回归模型检验,在此基础上以质性研究方法探讨朗读亭的阅读推广策略。[结果/结论]案例分析结果显示朗读作品时长与播放次数呈显著负相关;朗读作品的查看次数与受众播放次数呈正相关关系;经典文学类素材、休闲作品类素材和主题教育类素材对播放次数有显著的正效应;受众对休闲片段类作品查看后播放率最高,主题教育类作品标准差最高;不同图书馆类型对于朗读播放次数有显著影响。据此提出针对朗读亭的阅读推广策略可以从运营方对上线的作品分类审视及服务优化、图书馆开展系列阅读推广活动并引导深度阅读、阅读协会等社团和朗读者积极发挥阅读推广人作用等三个方面推进。

[Purpose/significance] This paper explores the construction of reading pavilion in libraries from the perspective of reading promotion. Based on the analysis of big data, this paper analyzes the differences of reading preferences among users of reading pavilion in libraries and puts forward the strategies for reading promotion of reading pavilion in libraries.[Method/process] After defining reading pavilion as a new form of reading promotion, 105 496 pieces of reading data from 12 libraries were encoded, descriptive statistics and multiple linear regression model tests were conducted using SPSS 21.0, and qualitative research methods were used to explore the reading promotion strategies of reading pavilion.[Result/conclusion] The result of case analysis shows that there is a significant negative correlation between the length of reading works and the number of playback. There was a positive correlation between the number of views of the reading works and the number of plays of the audience. Classical literature material, leisure work material and theme education material have a significant positive effect on the number of playback; After viewing leisure segment works, audiences have the highest playback rate and education themed works have the highest standard deviation. Different library types have significant effects on the number of readings played. Therefore, this paper proposes that the reading promotion strategy for reading pavilion can be promoted from three aspects: the operator can review the online work classification and service optimization, the library can carry out a series of reading promotion activities and guide in-depth reading, the reading association and other organizations, and the reader can actively play the role of the reading promoter.