基于7Es营销组合的公共图书馆儿童阅读推广研究

——以为例北京市图书馆为例

关键词：7Es营销组合；体验营销；公共图书馆；儿童阅读推广中图分类号：G252.1 文献标识码：A

Children's Reading Promotion in Public Libraries Based on the 7Es Marketing Mix： A Case Study of Beijing Library

Li Jingxin

Abstract Basedon the7Es marketing mix theory，this paper examines theBeijing Library’schildren’sreading promotionservices acrossseven dimensions：experience，exchange，extension，emphasis，empathy，emotional touchpoits， and internal/external perspectives.Onthis basis，thepaper proposes strategies tocomprehensively enhance children's reading promotion，including creating multi-sensory immersive reading spaces，implementing value co-creation and incentive strategies，providing age-specific and zoned reading services，emphasizing brand storyteling and emotional connection，building comprehensive emotional touchpoints between readers andservices，and delivering data-driven contextualized recommendations.

Key Words 7Es marketing mix; experiential marketing; public library; children’s reading promotion

0 引言

2018年开始施行的《中华人民共和国公共图书馆法》明确要求公共图书馆开展面向少年儿童的阅读指导和社会教育活动1。（剩余11090字）