Library and Information Service >
Exploration and Reflection on the Practice of Tsinghua University Library Social Media Marketing
Received date: 2014-10-23
Revised date: 2014-11-30
Online published: 2014-12-20
The research introduces a case study of Tsinghua University Library in using social media marketing.The marketing strategies are analyzed in detail based on social media.It proves that active social media marketing practice is helpful to facilitate full integration into the user community.The application of advanced marketing theories and principles is needed to promote the interaction of users.While social media is developing and user needs are evolving,a dynamic management strategy is conducive to maintain a sustainable development in a fast growing media landscape.
Key words： social media marketing; library marketing; case study
Han Lifeng , Wang Yuan , Lu Zhenbo . Exploration and Reflection on the Practice of Tsinghua University Library Social Media Marketing[J]. Library and Information Service, 2014 , 58(24) : 45 -49 . DOI: 10.13266/j.issn.0252-3116.2014.24.007
[1] 中国互联网络信息中心.第33次《中国互联网络发展状况统计报告》[OL].[2014-07-21].http://www.cnnic.net.cn/gywm/xwzx/rdxw/2014/201401/W020140116475324694244.pdf.
[2] 姚飞, 张成昱, 陈武, 等.图书馆服务与社交网络整合研究——清华大学图书馆书友会实践案例[J].图书馆杂志, 2011(6):23-28.
[3] 白玉静.打开图书馆新媒体营销之门[N].图书馆报, 2012-02-10(12-13).
[4] 邹薇.我国"211 工程"高校图书馆微博服务调查[J].山东图书馆学刊, 2013(6):42-45.
[5] 李书宁.面向Y一代用户的大学图书馆服务营销策略研究[J].图书与情报, 2012(5):31-36.
[6] Lankes R D.Expect More: Demanding better libraries for today's complex world[M].Lexington: Create Space Independent Publishing Platform, 2012:101.
[7] 李治.多屏时代的社会化媒体营销:不是神话, 而是长征[J].广告大观综合版, 2013(9):89-90.
[8] 韩钢.基于营销传播理论的图书馆服务推广研究[J].图书馆学研究, 2011(1):95-97.
[9] 周戊香, 陈艳, 彭荣阳.图书馆微博作为个性化服务平台的应用分析和价值研究[J].图书馆, 2013(1):125-127.
[10] 陈飞霞.图书馆微博应用现状对比研究[J].图书馆学刊, 2014(4):138-142.
[11] 杰夫.众包:群体力量驱动商业未来[M].牛文静, 译.北京:中信出版社, 2011:228.
[12] 唐兴通.社会化媒体营销大趋势策略与方法(第二版).北京:清华大学出版社, 2012:14-15.
[13] 张敏, 王乐.图书馆营销活动的评估方法研究[J].图书馆建设, 2010(9):80-83.
[14] 李桂华, 张晓林, 党跃武.论知识服务的营销战略问题[J].中国图书馆学报, 2001(4):11-14, 32.
/
| 〈 |
|
〉 |
