[目的/意义] 有效的传播能够激发和提升营销效果，通过对具体营销案例的分析，加深对于图书馆营销的认识。[方法/过程] 以2020年端午期间东莞图书馆读者留言事件为例，还原整个事件的传播过程，指出行业媒体在图书馆营销传播中的重要性，并借鉴传播学“议程设置”概念探讨图书馆和行业媒体如何通过传播议题设置及内容策划开展常态化营销工作。[结果/结论] 图书馆的专业能力是图书馆营销的基本前提，行业媒体传播内容的系统性策划是引导公众关注图书馆的有效途径，同行聚力是实现营销效果最大化的有力保障。
[Purpose/significance] Effective dissemination stimulates and improves the marketing effect, and specific marketing case analysis facilitates the understanding of the library marketing. [Method/process] Based on the event of reader's message in Dongguan library during the Dragon Boat Festival in 2020, this paper restored the dissemination process of the whole event and emphasized the importance of professional media in library marketing dissemination. Also, under the concept of “agenda setting” of communication science, this paper explored the launching plans of daily marketing work of libraries and professional media through the setting and content of communication topics. [Result/conclusion] Professional competence is the premise of library marketing; systematic planning of the communication content of professional media is an effective way to draw the attention of the public to libraries; and peer cohesion is a powerful guarantee for maximizing marketing effect.
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