s11竞猜平台

行(xing)政(zheng)管理(li)论文(wen)栏(lan)目提供(gong)最(zui)新行(xing)政(zheng)管理(li)论文(wen)格式、行(xing)政(zheng)管理(li)硕士论文(wen)范文(wen)。详(xiang)情咨询QQ:357500023(论文(wen)辅导)

基于微信公众平台的公共数字文化服务营销探求

日期:2021年05月22日 编(bian)辑:ad201107111759308692 作者:s11竞猜平台 点击次(ci)数:266
论(lun)文价(jia)格(ge):150元/篇 论文编号:lw202105101458288618 论(lun)文字(zi)数:25122 所属(shu)栏(lan)目:行(xing)政管理论(lun)文
论文地区:中国 论(lun)文语种:中(zhong)文 论(lun)文用途:硕士毕(bi)业论(lun)文 Master Thesis

本文是一(yi)篇行政管理论文,本文以 7Ps 营销理论为指导,从理论和实践(jian)两个维度入手,对基于微信公众平台(tai)的(de)(de)(de)公共数(shu)(shu)字(zi)文化(hua)(hua)服务(wu)营销现状进行研(yan)究,同时为其服务(wu)营销建设(she)提出一(yi)些策略。从目前研(yan)究来(lai)看,我国的(de)(de)(de)公共数(shu)(shu)字(zi)文化(hua)(hua)服务(wu)的(de)(de)(de)营销体(ti)系在取得一(yi)些成就(jiu)的(de)(de)(de)同时,也仍(reng)存在许多问题。


第 1 章 绪论


1.1 研究(jiu)背景

自 21 世纪初以来,中国(guo)的(de)互联(lian)(lian)网已(yi)迅(xun)速(su)普及。截止 2019 年 6 月份,中国(guo)的(de)互联(lian)(lian)网用(yong)(yong)户(hu)(hu)(hu)已(yi)经(jing)(jing)(jing)达到(dao)(dao) 8.54 亿之多(duo)(duo),而(er)手(shou)机互联(lian)(lian)网的(de)用(yong)(yong)户(hu)(hu)(hu)已(yi)经(jing)(jing)(jing)达到(dao)(dao) 8.47 亿左右,占(zhan)到(dao)(dao)互联(lian)(lian)网用(yong)(yong)户(hu)(hu)(hu) 99.1%。手(shou)机微信用(yong)(yong)户(hu)(hu)(hu)大(da)量增加,信息服(fu)(fu)(fu)务(wu)(wu)模式也(ye)发生(sheng)了(le)改变(bian)①。随(sui)着时(shi)代的(de)发展(zhan)和微信的(de)普及,微信给服(fu)(fu)(fu)务(wu)(wu)平台(tai)(tai)提供(gong)(gong)了(le)维系用(yong)(yong)户(hu)(hu)(hu)关系、提高用(yong)(yong)户(hu)(hu)(hu)黏性、提升品牌价值的(de)绝(jue)佳营销平台(tai)(tai)和工具。国(guo)外针对移动社(she)交媒体(ti)的(de)服(fu)(fu)(fu)务(wu)(wu)营销已(yi)经(jing)(jing)(jing)有(you)许多(duo)(duo)案例研究和实践经(jing)(jing)(jing)验。例如 Heather Nicholson②指出(chu)利用(yong)(yong) Hootsuite软件进行服(fu)(fu)(fu)务(wu)(wu)营销可以利用(yong)(yong)虚(xu)拟身份是在用(yong)(yong)户(hu)(hu)(hu)群体(ti)之间渗透性服(fu)(fu)(fu)务(wu)(wu)。这种廉价且有(you)效的(de)服(fu)(fu)(fu)务(wu)(wu)营销方向能我国(guo)公共(gong)(gong)数字文化(hua)提供(gong)(gong)新的(de)服(fu)(fu)(fu)务(wu)(wu)方式。微信作为(wei)(wei)实时(shi)信息分(fen)享与互动传播媒介,为(wei)(wei)公共(gong)(gong)数字文化(hua)的(de)“病(bing)毒式营销”提供(gong)(gong)了(le)基础。微信由于操作门槛低,受众广(guang)泛(fan),因(yin)而(er)也(ye)已(yi)为(wei)(wei)众多(duo)(duo)公共(gong)(gong)文化(hua)机构所(suo)用(yong)(yong),成为(wei)(wei)其(qi)开展(zhan)服(fu)(fu)(fu)务(wu)(wu)营销的(de)主(zhu)要渠道(dao)之一。在新媒体(ti)时(shi)代下,我国(guo)公共(gong)(gong)数字文化(hua)的(de)发展(zhan)应顺势而(er)为(wei)(wei),借助(zhu)微信等新媒体(ti)开展(zhan)公共(gong)(gong)数字文化(hua)服(fu)(fu)(fu)务(wu)(wu)。

我(wo)国公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)是(shi)为满足(zu)群众文(wen)(wen)(wen)(wen)化(hua)(hua)生活,以政府(fu)资(zi)金(jin)投入为支(zhi)撑,以互联网平台(tai)(tai)为依托(tuo),将(jiang)文(wen)(wen)(wen)(wen)化(hua)(hua)资(zi)源(yuan)(yuan)数(shu)(shu)字化(hua)(hua)、产(chan)品化(hua)(hua),并(bing)服(fu)(fu)务(wu)(wu)于全(quan)体(ti)(ti)群众的(de)(de)公(gong)(gong)(gong)共(gong)(gong)文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)③。近(jin)年来,在(zai)国家和(he)党(dang)政策(ce)和(he)资(zi)金(jin)的(de)(de)支(zhi)持下(xia),公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)实(shi)现(xian)快速(su)发展,但同时也(ye)有不少矛(mao)盾和(he)问题凸显出来。如缺乏相应的(de)(de)整体(ti)(ti)规划和(he)建(jian)(jian)设(she)标准(zhun),当(dang)前(qian)我(wo)国不少用户并(bing)不知道公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)的(de)(de)存(cun)在(zai),其资(zi)源(yuan)(yuan)建(jian)(jian)设(she)脱离用户的(de)(de)实(shi)际(ji)需求,导致公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)效(xiao)率低(di)下(xia)。因此,如何面向用户需求构建(jian)(jian)完(wan)善的(de)(de)公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)营(ying)销体(ti)(ti)系(xi),是(shi)当(dang)前(qian)公(gong)(gong)(gong)共(gong)(gong)文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)部(bu)门和(he)学术界亟待解决的(de)(de)重要问题。在(zai)这(zhei)一背景下(xia),本文(wen)(wen)(wen)(wen)对文(wen)(wen)(wen)(wen)化(hua)(hua)共(gong)(gong)享工程(cheng)各省级分中心微信公(gong)(gong)(gong)众平台(tai)(tai)服(fu)(fu)务(wu)(wu)营(ying)销现(xian)状调查,结(jie)合各微信公(gong)(gong)(gong)众平台(tai)(tai)的(de)(de)特(te)点,为提(ti)(ti)升公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)服(fu)(fu)务(wu)(wu)水平提(ti)(ti)供切实(shi)可行的(de)(de)建(jian)(jian)议,以优化(hua)(hua)公(gong)(gong)(gong)共(gong)(gong)数(shu)(shu)字文(wen)(wen)(wen)(wen)化(hua)(hua)资(zi)源(yuan)(yuan)配置(zhi)效(xiao)率,提(ti)(ti)高服(fu)(fu)务(wu)(wu)效(xiao)能。

................................


1.2 选题指(zhi)导思想与意义

1.2.1 指(zhi)导思想

随(sui)着文(wen)(wen)化(hua)(hua)的(de)不(bu)断(duan)发(fa)(fa)展,人们的(de)精(jing)神(shen)文(wen)(wen)化(hua)(hua)需求也变得多样化(hua)(hua)和丰富多彩。2011年,文(wen)(wen)化(hua)(hua)部(bu)和联合部(bu)联合发(fa)(fa)布的(de)《关(guan)于(yu)进一步加强(qiang)公(gong)共(gong)数(shu)字文(wen)(wen)化(hua)(hua)建(jian)设(she)(she)的(de)指(zhi)(zhi)导意见》,建(jian)议(yi)大(da)力建(jian)设(she)(she)公(gong)共(gong)数(shu)字文(wen)(wen)化(hua)(hua),造福(fu)人民,提高(gao)整体效益和公(gong)共(gong)数(shu)字文(wen)(wen)化(hua)(hua)。公(gong)共(gong)数(shu)字文(wen)(wen)化(hua)(hua)服务(wu)在(zai)缩小数(shu)字鸿沟、促进欠发(fa)(fa)达地区公(gong)共(gong)文(wen)(wen)化(hua)(hua)发(fa)(fa)展等方(fang)面具有重(zhong)要(yao)(yao)(yao)作(zuo)用。在(zai)党的(de)第十八次全国代表大(da)会的(de)会议(yi)文(wen)(wen)件中,文(wen)(wen)化(hua)(hua)建(jian)设(she)(she)被视为“五位(wei)一体”的(de)重(zhong)要(yao)(yao)(yao)组成部(bu)分。习总书记曾指(zhi)(zhi)出,要(yao)(yao)(yao)利用新(xin)媒(mei)(mei)体促进新(xin)时代的(de)不(bu)断(duan)发(fa)(fa)展。作(zuo)为新(xin)媒(mei)(mei)体的(de)代表,微信(xin)有着众(zhong)多优(you)势,政府各个部(bu)门(men)开(kai)始借助微信(xin)提供在(zai)线(xian)服务(wu)。以上这(zhei)些(xie)重(zhong)要(yao)(yao)(yao)会议(yi)精(jing)神(shen)是(shi)本(ben)研(yan)究课题(ti)“基于(yu)微信(xin)公(gong)众(zhong)平台的(de)公(gong)共(gong)数(shu)字文(wen)(wen)化(hua)(hua)服务(wu)营销(xiao)研(yan)究”的(de)重(zhong)要(yao)(yao)(yao)指(zhi)(zhi)导思想(xiang)。

1.2.2 研究意义

在移动(dong)互(hu)联网时代,微(wei)信公众平台数(shu)字化、移动(dong)化与用(yong)户阅读个性化、碎(sui)片化的(de)(de)特征做到了(le)完美的(de)(de)契合,为用(yong)户提(ti)供了(le)数(shu)字化的(de)(de)阅读体(ti)验和(he)方便快捷的(de)(de)互(hu)动(dong)模式。公共(gong)数(shu)字文化服(fu)(fu)务(wu)(wu)主体(ti)应顺应时代,通过构建微(wei)信公众平台为社会公众提(ti)供微(wei)服(fu)(fu)务(wu)(wu),从(cong)而(er)提(ti)升服(fu)(fu)务(wu)(wu)水(shui)平和(he)效(xiao)率。本(ben)文的(de)(de)研究意义在于:

首先,可(ke)以(yi)拓(tuo)展(zhan)和深(shen)化(hua)公(gong)(gong)共(gong)数(shu)字(zi)文(wen)化(hua)服(fu)务的理论研(yan)究。本文(wen)以(yi)服(fu)务营销(xiao)理论为基础,综合运用图(tu)书馆学(xue)、市(shi)场(chang)营销(xiao)学(xue)、传(chuan)播学(xue)等学(xue)科理论和方法来综合探(tan)讨(tao)公(gong)(gong)共(gong)数(shu)字(zi)文(wen)化(hua)服(fu)务,力图(tu)拓(tuo)宽公(gong)(gong)共(gong)数(shu)字(zi)文(wen)化(hua)服(fu)务的研(yan)究范围,深(shen)化(hua)公(gong)(gong)共(gong)数(shu)字(zi)文(wen)化(hua)服(fu)务研(yan)究领域,因而具有(you)重要的学(xue)术价值。

其次,可以为中国(guo)公(gong)共(gong)数(shu)字文(wen)化(hua)(hua)(hua)服(fu)务(wu)(wu)营(ying)销(xiao)(xiao)提供(gong)具体的(de)对(dui)策参(can)考(kao)。文(wen)章通过对(dui)各微信公(gong)众(zhong)平台进(jin)(jin)行(xing)调查(cha)和(he)研究,将调查(cha)所得数(shu)据与相(xiang)关(guan)理论结(jie)合,剖析基于微信公(gong)众(zhong)平台的(de)公(gong)共(gong)数(shu)字文(wen)化(hua)(hua)(hua)服(fu)务(wu)(wu)营(ying)销(xiao)(xiao)发(fa)展(zhan)现(xian)状和(he)特(te)点,寻找(zhao)公(gong)共(gong)数(shu)字文(wen)化(hua)(hua)(hua)服(fu)务(wu)(wu)营(ying)销(xiao)(xiao)当前发(fa)展(zhan)过程(cheng)中的(de)存(cun)在的(de)实际问题进(jin)(jin)行(xing)分(fen)析,提出相(xiang)应(ying)改进(jin)(jin)策略,以期为我国(guo)的(de)公(gong)共(gong)数(shu)字文(wen)化(hua)(hua)(hua)服(fu)务(wu)(wu)实践提供(gong)参(can)考(kao)。

..............................


第 2 章 基于微信公众平台的公共数字文化服务营销概述


2.1 基于微信公众(zhong)平台的公共数(shu)字文化服务营销核(he)心概念(nian)

公共(gong)数(shu)(shu)(shu)(shu)字(zi)(zi)文化(hua)(hua)(hua)服(fu)务(wu)(wu)是(shi)(shi)网络(luo)环境下,公共(gong)文化(hua)(hua)(hua)服(fu)务(wu)(wu)向网络(luo)化(hua)(hua)(hua)和(he)数(shu)(shu)(shu)(shu)字(zi)(zi)化(hua)(hua)(hua)的(de)(de)(de)延伸和(he)拓展(zhan),是(shi)(shi)公共(gong)文化(hua)(hua)(hua)服(fu)务(wu)(wu)在(zai)数(shu)(shu)(shu)(shu)字(zi)(zi)化(hua)(hua)(hua)时(shi)代的(de)(de)(de)产(chan)物,依托数(shu)(shu)(shu)(shu)字(zi)(zi)资源(yuan)满足用(yong)户的(de)(de)(de)公共(gong)文化(hua)(hua)(hua)需(xu)(xu)求①。服(fu)务(wu)(wu)营(ying)(ying)销(xiao)(xiao)是(shi)(shi)一(yi)种营(ying)(ying)销(xiao)(xiao)手(shou)段,是(shi)(shi)企业(ye)在(zai)对(dui)(dui)消费者进(jin)行充(chong)分认识之后,通(tong)过对(dui)(dui)用(yong)户需(xu)(xu)求进(jin)行关注进(jin)而提供服(fu)务(wu)(wu),最(zui)后实现(xian)盈利。服(fu)务(wu)(wu)营(ying)(ying)销(xiao)(xiao)要素通(tong)常被概括(kuo)为(wei)“7P”,分别为(wei)产(chan)品(pin)、渠道(dao)、价(jia)格、有形(xing)展(zhan)示、服(fu)务(wu)(wu)过程(cheng)、促销(xiao)(xiao)、人(ren)员。公共(gong)数(shu)(shu)(shu)(shu)字(zi)(zi)文化(hua)(hua)(hua)服(fu)务(wu)(wu)营(ying)(ying)销(xiao)(xiao)是(shi)(shi)指提供商通(tong)过服(fu)务(wu)(wu)营(ying)(ying)销(xiao)(xiao)方式对(dui)(dui)用(yong)户进(jin)行的(de)(de)(de)一(yi)系列有目(mu)的(de)(de)(de)的(de)(de)(de)公共(gong)数(shu)(shu)(shu)(shu)字(zi)(zi)文化(hua)(hua)(hua)活动,旨(zhi)在(zai)传播和(he)提高公共(gong)数(shu)(shu)(shu)(shu)字(zi)(zi)文化(hua)(hua)(hua)资源(yuan)分配效率。其提供的(de)(de)(de)服(fu)务(wu)(wu)包括(kuo):

公共文(wen)化(hua)(hua)服务(wu)产(chan)(chan)品(pin)、类(lei)型(xing)(xing)、设(she)施,人才保障、技术、政策和(he)资金等(deng)(deng)全面(mian)内容,活动本(ben)身是(shi)非(fei)盈利(li)的(de)(de)(de),具(ju)有虚(xu)拟性(xing)和(he)共享性(xing)等(deng)(deng)特点,涉及公共数字文(wen)化(hua)(hua)的(de)(de)(de)有形展(zhan)示、服务(wu)方(fang)(fang)式(shi)、传播渠(qu)道(dao)(dao)(dao)和(he)服务(wu)过程等(deng)(deng)方(fang)(fang)面(mian)。其(qi)营销(xiao)特点主要(yao)体现在与(yu)营销(xiao)手(shou)(shou)段的(de)(de)(de)结(jie)(jie)合上,以实际问题为指导(dao),与(yu)时代发展(zhan)特征(zheng)(zheng)紧(jin)(jin)密结(jie)(jie)合。突(tu)出(chu)国籍和(he)地区性(xing),侧重于案例研(yan)究(jiu)和(he)实证研(yan)究(jiu);与(yu)主要(yao)国家(jia)发展(zhan)战略的(de)(de)(de)紧(jin)(jin)密联(lian)系,并遵守政策和(he)法规推动力很明显,并且服务(wu)的(de)(de)(de)价(jia)格(ge)实惠,也具(ju)有受众(zhong)普遍(bian)性(xing)、产(chan)(chan)品(pin)手(shou)(shou)段多样(yang)性(xing)、获取方(fang)(fang)式(shi)便(bian)利(li)性(xing)、促销(xiao)渠(qu)道(dao)(dao)(dao)不拘一格(ge)等(deng)(deng)特点;表(biao)现出(chu)多学科融(rong)合、跨学科交汇的(de)(de)(de)特征(zheng)(zheng)。其(qi)渠(qu)道(dao)(dao)(dao)多样(yang),包括门户(hu)网站、新媒(mei)体推广、新闻报道(dao)(dao)(dao)、培训讲座、互动体验等(deng)(deng)等(deng)(deng),这些多样(yang)的(de)(de)(de)渠(qu)道(dao)(dao)(dao)大(da)致可分为传统营销(xiao)媒(mei)介和(he)新型(xing)(xing)营销(xiao)模式(shi)两种(zhong)类(lei)型(xing)(xing)。

微信(xin)(xin)正(zheng)式(shi)推出(chu)是在(zai)(zai) 2011 年初(chu),此后上架(jia)了(le)微信(xin)(xin)公(gong)众平台(tai),又(you)(you)称微信(xin)(xin)公(gong)众号,是继网站、微博(bo)之后的(de)又(you)(you)一新生(sheng)服(fu)(fu)务平台(tai)。微信(xin)(xin)公(gong)众平台(tai)提供了(le)一种(zhong)便捷(jie)的(de)渠道,让内容(rong)发布者与(yu)目标用(yong)户群进行(xing)实时的(de)沟通分享、传(chuan)递(di)信(xin)(xin)息,因其成(cheng)本低、用(yong)户数量大(da)、使用(yong)方便等(deng)特点迅速成(cheng)为(wei)(wei)了(le)微信(xin)(xin)中(zhong)的(de)主要(yao)功能之一,被各行(xing)各业所喜(xi)爱。目前,我国(guo)对公(gong)共文(wen)化(hua)(hua)服(fu)(fu)务的(de)营(ying)销更为(wei)(wei)关(guan)注(zhu)的(de)是产品内容(rong),较少关(guan)注(zhu)对文(wen)化(hua)(hua)产品理念(nian)的(de)营(ying)销。对于公(gong)共文(wen)化(hua)(hua)产品而言,其价值(zhi)取向鲜明,通过微信(xin)(xin)公(gong)众平台(tai)营(ying)销可以使无形的(de)价值(zhi)具象化(hua)(hua)、可感知(zhi),为(wei)(wei)了(le)激发读(du)者的(de)潜在(zai)(zai)消(xiao)费欲(yu)望,这种(zhong)文(wen)化(hua)(hua)产品的(de)消(xiao)费成(cheng)为(wei)(wei)一种(zhong)积极(ji)行(xing)为(wei)(wei),极(ji)大(da)地提高了(le)文(wen)化(hua)(hua)服(fu)(fu)务的(de)有效性。

..............................


2.2 公共数字文化服务营销的产生(sheng)与发展

服(fu)(fu)务(wu)(wu)营(ying)(ying)(ying)销(xiao)最早产生于商业领(ling)域(yu),20 世纪(ji) 70 年代被引入公(gong)共文(wen)化(hua)服(fu)(fu)务(wu)(wu)领(ling)域(yu),最初由科特勒开(kai)(kai)创非营(ying)(ying)(ying)利组织战略营(ying)(ying)(ying)销(xiao)的(de)先河。20 世纪(ji) 90 年代,我(wo)国开(kai)(kai)始在公(gong)共文(wen)化(hua)机构(gou)中引入营(ying)(ying)(ying)销(xiao)理论(lun),突出(chu)标志为关家麟翻译《图(tu)(tu)书(shu)情报部门的(de)市场经营(ying)(ying)(ying)》,此(ci)时开(kai)(kai)始了图(tu)(tu)书(shu)馆营(ying)(ying)(ying)销(xiao)。我(wo)国学(xue)者(zhe)(zhe)在探讨图(tu)(tu)书(shu)馆是否需要(yao)服(fu)(fu)务(wu)(wu)营(ying)(ying)(ying)销(xiao)之后(hou),经过多年发(fa)展,最终(zhong)在 21 世纪(ji)头(tou)十年达成公(gong)共文(wen)化(hua)机构(gou)需要(yao)服(fu)(fu)务(wu)(wu)营(ying)(ying)(ying)销(xiao)的(de)共识。随着数字(zi)技术(shu)的(de)普及,学(xue)者(zhe)(zhe)们开(kai)(kai)始将重点逐步转向(xiang)数字(zi)信息服(fu)(fu)务(wu)(wu)营(ying)(ying)(ying)销(xiao),如Marketing Your Library’s Electronic Re-sources 表明了公(gong)共数字(zi)文(wen)化(hua)服(fu)(fu)务(wu)(wu)营(ying)(ying)(ying)销(xiao)的(de)重要(yao)性(xing)。2011 年,文(wen)化(hua)部和财(cai)政(zheng)部明确提(ti)出(chu)“公(gong)共数字(zi)文(wen)化(hua)建设(she)”的(de)概念。

笔者认为,根据参(can)与公(gong)(gong)共数字(zi)文(wen)化服务营(ying)(ying)销的规模来划分,我国(guo)公(gong)(gong)共数字(zi)文(wen)化服务营(ying)(ying)销大致可分为以下(xia)几个阶段:单个图书馆机构营(ying)(ying)销、图书馆联盟营(ying)(ying)销、大型公(gong)(gong)共数字(zi)文(wen)化项目(mu)营(ying)(ying)销。

第一(yi)(yi)阶段(duan)为(wei)(wei)单个图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)机构营(ying)(ying)销(xiao)(xiao)。这一(yi)(yi)阶段(duan)的(de)(de)(de)公(gong)共数(shu)字文(wen)化服(fu)(fu)(fu)务(wu)营(ying)(ying)销(xiao)(xiao)活(huo)(huo)(huo)动较为(wei)(wei)零散(san)。在(zai)(zai)相关学者的(de)(de)(de)倡导下,图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)以自身拥有的(de)(de)(de)信息资(zi)源(yuan)、人力资(zi)源(yuan)及(ji)(ji)技术等(deng)方面的(de)(de)(de)营(ying)(ying)销(xiao)(xiao)优势,在(zai)(zai)实(shi)际(ji)工(gong)作(zuo)时灵(ling)活(huo)(huo)(huo)运(yun)用(yong)(yong)(yong)(yong)营(ying)(ying)销(xiao)(xiao)理(li)论,进行(xing)(xing)宣传以及(ji)(ji)推(tui)广(guang)。一(yi)(yi)些研究认为(wei)(wei),营(ying)(ying)销(xiao)(xiao)和(he)(he)公(gong)共关系(xi)是(shi)(shi)非常重(zhong)要的(de)(de)(de)管(guan)理(li)方法,并(bing)在(zai)(zai)图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)服(fu)(fu)(fu)务(wu)过程中提出(chu)了读者关系(xi)营(ying)(ying)销(xiao)(xiao)模型(xing)。在(zai)(zai)服(fu)(fu)(fu)务(wu)过程中,对读者体验,读者关系(xi)和(he)(he)读者补(bu)救措施的(de)(de)(de)研究得(de)到了加(jia)强。我国图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)经常举(ju)办读者活(huo)(huo)(huo)动,比如阅读推(tui)广(guang)活(huo)(huo)(huo)动、培训讲座等(deng),形(xing)式简单但具(ju)有可持续性。在(zai)(zai)实(shi)际(ji)工(gong)作(zuo)中,图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)融(rong)入营(ying)(ying)销(xiao)(xiao)理(li)念(nian),对以上活(huo)(huo)(huo)动进行(xing)(xing)内容、形(xing)式、对象等(deng)方面的(de)(de)(de)创新,利用(yong)(yong)(yong)(yong)新兴技术,使(shi)普通的(de)(de)(de)活(huo)(huo)(huo)动更加(jia)新颖,吸引(yin)用(yong)(yong)(yong)(yong)户(hu)。但是(shi)(shi)也存在(zai)(zai)一(yi)(yi)些问(wen)题(ti),例如缺(que)少(shao)评估图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)服(fu)(fu)(fu)务(wu)营(ying)(ying)销(xiao)(xiao)的(de)(de)(de)相关数(shu)据;大(da)多(duo)数(shu)活(huo)(huo)(huo)动仅集成到用(yong)(yong)(yong)(yong)于(yu)事件计划(hua)的(de)(de)(de)营(ying)(ying)销(xiao)(xiao)策略中,但是(shi)(shi)没有从理(li)论角(jiao)度解释图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)营(ying)(ying)销(xiao)(xiao)与宣传和(he)(he)促销(xiao)(xiao)之间(jian)的(de)(de)(de)关系(xi)。另外,此阶段(duan)的(de)(de)(de)管(guan)理(li)体制呈条块分割状态,缺(que)乏协调和(he)(he)联系(xi),如公(gong)共图(tu)(tu)(tu)(tu)书(shu)(shu)(shu)馆(guan)按行(xing)(xing)政区域(yu)建制,各守(shou)一(yi)(yi)块地盘,各有各的(de)(de)(de)服(fu)(fu)(fu)务(wu)对象,其(qi)结果是(shi)(shi)各自为(wei)(wei)战①。

表 3.1 省级分中心数字文化网名称及微信公众号名称①

表 3.1 省级(ji)分中(zhong)心数字文(wen)化网名称及微信公众号名称①

..................................


第 3 章 基于微信公众平台的公共数字文化服务营销调查概况..........................14

3.1 调查方(fang)法..................................14

3.2 调查样本的选择.....................14

第 4 章 基于微信公众平台的公共数字文化服务营销现状..........................20

4.1 各省(sheng)级分中心微(wei)信公众平台服(fu)务营销(xiao)取得(de)的成就........................20

4.1.1 营销产品(pin)内容较为丰富........................ 20

4.1.2 专(zhuan)业并不断融入创(chuang)意思维的(de)人员.....................22

第 5 章 基于微信公众平台的公共数字文化服务营销改进策略..........................29

5.1 提高公共(gong)数(shu)字文化服务供需对接程度........................ 29

5.1.1 了解公共(gong)数字文化服务供需(xu)差异............

该论文为收费论文,请加QQ1135811234联系客服人员购买全文
S11比赛竞猜-S11赛事竞猜-S11全球总决赛竞猜官网-腾讯游戏 LOL竞猜-S11赛事竞猜-LOL竞猜官网 S11竞猜-S11赛事竞猜官网