[目的/意义]在全民阅读的高质量发展阶段，遵循营销学相关原理与法则，有助于促进高校图书馆阅读推广服务进一步科学、健康和深入发展。本研究试图以"服务设计"理念为依据，提出高校图书馆阅读推广规范化流程的建设路径。[方法/过程]分析高校图书馆阅读推广服务开展规范化流程建设的可行性和必要性，阐述"服务设计"的概念、原则与方法，将理论研究与案例研究相结合，从移情、定义、概念、原型、交付、测试6个方面提出高校图书馆阅读推广规范化流程的建设路径。[结果/结论]高校图书馆阅读推广需在科学理念的指导下建立规范化流程，在建设过程中，需注意整体性、研究和分析用户属性、双向循环等问题。
[Purpose/Significance] Following the relevant principles and laws of marketing science, high-quality development of reading for all can help promote the further scientific, healthy and in-depth development of reading promotion services in academic libraries. Based on the concept of "service design", this paper attempts to put forward the construction path of standardized reading promotion process in academic libraries.[Method/Process] This paper analyzed the feasibility and necessity of standardized process construction for reading promotion service in academic libraries, explained the concept, principles and methods of "service design", combined theoretical research with case study, and proposed a standardized process construction path in the following six aspects:empathy, definition, concept, prototype, delivery, and testing.[Result/Conclusion] Reading promotion in academic libraries needs to establish a standardized process under the guidance of scientific concepts, and in the process of construction, it is necessary to pay attention to issues such as wholeness,research and analysis of user attributes and bidirectional circulation.
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