基于馆员IP的图书馆新媒体营销策略研究

——以瑞安市图书馆为例

打开文本图片集

关键词：新媒体营销；图书馆；馆员IP；短视频中图分类号：G250 文献标识码：A

Research on Library New Media Marketing Strategies Based on Librarian IP：A Case Study of Rui'an Library

XieZuoli Cao Yilei

AbstractInthe internet era，as information technologyandcommunication environments continue toevolve，traditional library service marketing methods can no longer meet readers’increasingly diverse needs，and new media marketing has becomeakeypathwayforlibrariestoenhance their influence.The“XiaoCao”librarian IPofRui’anLibrary，builtaround a human librarian，narrows the distance between the libraryand its readers throughnew media marketing strategies such as short video programs，livestreaming，talk shows，andcustomized emoji stickers.This paper reviewsand analyzes this practical experience and summarizes four strategic approaches—precise positioning，content optimization，resource integration，and integratedcommunication—withtheaimof providingusefulreferences forinovating library marketing practices and improving service effectiveness.

Key words newmedia marketing; library; librarian IP; short video

0 引言

服务营销作为推广图书馆服务资源与提升图书馆服务效能的重要手段，日益得到重视1。（剩余9161字）