[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。
[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.
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