基于情感营销的图书馆管理和服务研究

——以2024年IFLA国际营销奖获奖项目为例

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关键词：情感营销；图书馆管理；图书馆服务；IFLA国际营销奖

中图分类号：G251；G252 文献标识码：A

Research on Library Management and Services Based on Emotional Marketing： Taking the 2024 IFLA International Marketing Award Winning Projects as an Example

Abstract Based on the theory of emotional marketing，this paper analyzes the application of emotional marketing in librarymanagementandservices.Using the2O24 IFLA InternationalMarketingAward winning projectsasacase study，it explores the implementation and effectiveness of emotional marketing across three award-wining initiatives.On this basis，the paper proposes strategies forlibrary management and services：sufficient research to satisfyusers’hierarchical emotionalneeds；storytelingcommunication toestablishanemotional bond between librariesandusers;digital empowerment to achieving emotional resonance with user needs; and participatory co-creation to transform users from "managed objects”into“cultural co-creators”.

KeyWords emotional marketing; library management; libraryservices; IFLA International Marketing Award

1引言

国际图书馆协会与机构联合会（InternationalFederation ofLibrary Associations and Institutions，IFLA）国际营销奖的设立是为表彰上一年度全球卓越的图书馆营销项目，鼓励图书馆界的营销创新实践，以及为全球图书馆提供分享营销经验和交流专业知识的机会1。（剩余8369字）