图书馆内容营销的应用实践与发展研究

摘要

内容营销正在影响并改变着图书馆传统的营销理念和战略。文章在阐述内容营销的概念范畴及图书馆应用研究意义的基础上，结合国内外众多图书馆开展的内容营销案例，对图书馆内容营销服务的主旨内容、多样化内容形式及内容营销平台进行了分析，并就图书馆内容营销的发展策略从战略性统筹规划、内容设计、稳定价值内容的“生存期”、营销团队建设及反馈评估程序设置等五个方面进行了探索性研究。%Content marketing is changing the traditional marketing ideas and strategies of library. Based on the concept of content marketing and research significance to the library, the paper combined case studies of content marketing in-cluding domestic and foreign libraries, analyzed the main purpose、diversified content forms and platforms of library's content marketing, discussed strategies of library's content marketing from five aspects ,including overall planning, con-tent design, creating stable lifetime of value content, marketing team building, and assessment program.