[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.
Zhou Yingge
,
Wang Bei
,
Yang Zheng
. Practice and Exploration of Experiential Marketing on Library Mascot: Taking Jinling Library as Example[J]. Library and Information Service, 2021
, 65(14)
: 74
-81
.
DOI: 10.13266/j.issn.0252-3116.2021.14.009
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