| 图书馆吉祥物体验式营销的实践与探索——以金陵图书馆为例 |
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| 引用本文： | 周樱格,王蓓,杨峥.图书馆吉祥物体验式营销的实践与探索——以金陵图书馆为例[J].图书情报工作,2021,65(14):74-81. |
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| 作者姓名： | 周樱格 王蓓 杨峥 |
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| 作者单位： | 金陵图书馆 南京 210019 |
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| 摘 要： | 目的/意义] 以金陵图书馆"阅美家园"吉祥物为例，探讨基于体验式营销的图书馆营销推广模式和策略。方法/过程] 论述图书馆吉祥物体验式营销推广的必要性，从设计思路、版权保护和衍生品开发3个方面简述金陵图书馆吉祥物的设计开发，并从感官、情感、思考、行动、关联5个方面阐述"阅美家园"吉祥物体验式营销实践。结果/结论] 提出图书馆吉祥物体验式营销的策略。
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| 关 键 词： | 图书馆 吉祥物 体验式营销 |
| 收稿时间： | 2020-09-27 |
| 修稿时间： | 2021-04-08 |
Practice and Exploration of Experiential Marketing on Library Mascot: Taking Jinling Library as Example |
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| 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. |
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| Authors: | Zhou Yingge Wang Bei Yang Zheng |
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| Institution: | Jinling Library, Nanjing 210019 |
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| Abstract: | 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. |
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| Keywords: | library mascot experiential marketing |
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