| 信息接受视域下的移动图书馆场景化营销剖析 |
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| 引用本文： | 王福.信息接受视域下的移动图书馆场景化营销剖析[J].图书情报知识,2020(1):24-31. |
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| 作者姓名： | 王福 |
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| 作者单位： | 内蒙古工业大学经济管理学院 |
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| 基金项目： | 内蒙古2017年社会科学规划项目“媒体融合视角下的移动图书馆用户信息行为特征及其规律研究”(2017NDB073)的成果之一 |
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| 摘 要： | 目的/意义]移动图书馆的信息接受发生在特定的场景,如何有效地进行场景化营销,提升信息接受绩效是移动图书馆研究的重点和难点,已逐渐引起学界的重视。研究设计/方法]基于移动图书馆信息行为规律的相关研究,结合市场营销和场景理论的研究成果,从用户信息接受体验视角,剖析了移动图书馆场景营销,进而通过“场景—行为—情境”的多维度适配实现信息空间再造。结论/发现]移动图书馆场景营销不仅可以动态地锁定目标用户,为其提供精准的个性化服务和多元化的一站式服务,还可以促进场景营销的不断迭代,为激发用户信息接受和刺激移动图书馆服务创新提供指导。创新/价值]将场景纳入移动图书馆营销视野,为移动图书馆营销提供新的思路,提升用户信息接受的持续意愿。
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| 关 键 词： | 移动图书馆 场景营销 信息接受规律 场景体验 |
Analysis on Scenario-based Marketing of Mobile Library from the Perspective of Information Acceptance |
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| WANG Fu.Analysis on Scenario-based Marketing of Mobile Library from the Perspective of Information Acceptance[J].Document,Information & Knowledge,2020(1):24-31. |
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| Authors: | WANG Fu |
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| Abstract: | Purpose/Significance]Information acceptance in mobile library occurs in specific scenes.How to effectively carry out scenario-based marketing and how to improve the performance of information acceptance are the key and tricky points of mobile library research,which has been arousing increasing attention from the academia.Design/Methodology]According to the research on the law of information behavior and combining with the research achievement of marketing and scene theory,this paper analyzes the scenario-based marketing in mobile libraries from the perspective of users’information acceptance experience,after which the information space has been reconstructed through the multi-dimensional adaptation of scene-behavior-context.Findings/Conclusion]Scenario-based marketing in mobile libraries not only can dynamically target users,provide whom accurate,personalized and one-stop multiservices,but also promote the iteration of scenario marketing scenes,which could provide guidance for improving user information acceptance and service innovation of mobile library.Originality/Value]Based on mobile library marketing scenes,this paper provides a new perspective for mobile library marketing,and improves users’continuous willingness of information acceptance. |
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| Keywords: | Mobile library Scenario-based marketing Information acceptance law Scenario experience |
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