基于蜻蜓效应的高校图书馆微博信息营销实施管理机制研究*

摘要

The current situation and existing problems of the University Libray microblogging information marketing under the web envi-ronment are analyzed. Combining the dragonfly effect theory, the University Library microblogging implementation model based on drag-onfly effect are constructed, and the four important actions for the University Library microblogging implementation management are pr-posed, that mainly include setting focus target–the formation of University Library microblogging marketing team, winning the reader at-tention-establish University Library microblogging marketing solutions, attracting readers' participation-implementation of University Li-brary microblogging marketing, incentive readers to take action-assessment of University Library microblogging marketing effect.%　　对Web环境下国内外高校图书馆微博信息营销的现状和存在的问题进行分析，结合蜻蜓效应理论，构建基于蜻蜓效应的高校图书馆微博营销实施模型，提出通过设定专注目标-组建高校图书馆微博营销团队、赢得读者关注-制定高校图书馆微博营销方案、吸引读者参与-实施高校图书馆微博营销、激励读者采取行动-评估高校图书馆微博营销效果4个重要行动进行高校图书馆微博信息营销实施管理。