| 高校图书馆微博营销模式构建与实践探索——以闽南师范大学图书馆为例 |
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| 引用本文： | 吴锦辉.高校图书馆微博营销模式构建与实践探索——以闽南师范大学图书馆为例[J].图书情报工作,2014,58(23):110-116. |
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| 作者姓名： | 吴锦辉 |
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| 作者单位： | 闽南师范大学图书馆 |
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| 摘 要： | 分析传统图书馆营销模式在微博营销中的不足, 依据管理学中的目标管理理论, 从社交网络群体发展特征的角度构建高校图书馆微博营销模式, 自顶向下依次为:战略目标层、营销目标层、项目目标层、群体目标层和个体目标层, 其中群体目标层根据微博的传播特征分解为群体成员感知、群组影响力、群体互动和行动转化4项可以量化的子目标.之后, 介绍闽南师范大学图书馆以此模式为基础开展宣传月微博营销的实践, 详细分析各项目标的制定和实施过程及其效果.
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| 关 键 词： | 微博营销 高校图书馆 微博营销模式 图书馆微博 |
| 收稿时间： | 2014-10-08 |
| 修稿时间： | 2014-11-20 |
Microblog Marketing Model Construction and the Practice in University Libraries: Taking Minnan Normal University Library as an Example |
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| Wu Jinhui.Microblog Marketing Model Construction and the Practice in University Libraries: Taking Minnan Normal University Library as an Example[J].Library and Information Service,2014,58(23):110-116. |
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| Authors: | Wu Jinhui |
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| Institution: | Minnan Normal University Library, Zhangzhou 363000 |
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| Abstract: | This paper analyzes the insufficient of traditional library marketing mode in microblog marketing. Then based on the theory of management by objectives in the management science, it constructs university library's microblog marketing model from the perspective of social network community development characteristic, which order in top-down is: strategic goal layer, marketing goal layer, project goal layer, group goal layer and individual goal layer. According to the propagation characteristics of microblog, the paper decomposes the group goal layer into four measurable subgoals such as group member perception, influence, interaction and action transformation. At the end, this paper takes Minnan Normal University Library as an example, and analyzes how these goals are set and implemented as well as their effects in its microblog marketing on awareness month. |
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| Keywords: | microblog marketing university library microblog marketing model library microblog |
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