| 高校馆微信服务现状与策略——以产品生命周期理论为视角 |
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| 引用本文： | 毕丽萍,叶继元.高校馆微信服务现状与策略——以产品生命周期理论为视角[J].图书馆论坛,2020(2):99-106. |
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| 作者姓名： | 毕丽萍 叶继元 |
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| 作者单位： | 南京大学信息管理学院 |
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| 摘 要： | 微信公众平台是高校馆宣传推广、服务延伸的重要渠道,产品生命周期(PLC)理论的引入为该领域研究提供了全新的视角。选取28个“双一流”建设高校馆微信公众平台为研究样本,运用销售增长率分析法对其阅读量情况进行数据分析与处理,判断所处的产品生命周期阶段。结果显示,14所高校馆微信服务处于导入期,7所高校馆微信服务进入成长期,3所高校馆微信服务已迈入成熟期,4所高校馆微信服务处于衰退期。依据不同生命周期阶段的产品特点,对高校馆微信服务提出优化策略。
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| 关 键 词： | 产品生命周期 PLC 高校图书馆 微信服务 |
The Present Situation and Strategies of WeChat Service in University Libraries——An Analysis from the Perspective of Product Life Cycle(PLC) Theory |
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| BI Liping,YE Jiyuan.The Present Situation and Strategies of WeChat Service in University Libraries——An Analysis from the Perspective of Product Life Cycle(PLC) Theory[J].Library Tribune,2020(2):99-106. |
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| Authors: | BI Liping YE Jiyuan |
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| Abstract: | WeChat public platform becomes an important channel for university libraries to promote and extend their services.The Product Life Cycle(PLC)theory provides a new perspective for related research.This paper selects 28 WeChat public platforms of“Double First Class”university libraries as research samples and uses the sales growth rate analysis method to analyze and process the access numbers in order to judge their product life cycle stages.It is concluded that WeChat service of 14 university libraries are in the introduction stage,7 libraries have entered the growth stage,3 libraries have reached the maturity stage,and 4 libraries fall in the decline stage.According to the product characteristics at different life cycle stages,strategies for optimizing WeChat service are proposed for them. |
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| Keywords: | product life cycle PLC university libraries WeChat service |
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