'AIDA'视角下的图书馆阅读推广品牌营销策略研究——以'擎鹰'阅读推广活动为例

摘要

从营销的角度出发,阐述了"擎鹰"阅读推广系列活动的营销策略与实践,包括创新的渠道策略、灵活的市场策略、特色的产品策略、丰富的创新策略以及多样的传播策略等,分析了目前阅读推广营销的必要性,研究了"AIDA"模式下的"擎鹰"阅读营销策略,探索了阅读推广的发展之路.%Starting from the angle of marketing, this paper expounds the marketing strategies and practices of series of"Qingying" reading promotion activities, which include the innovative channel strategy, flexible marketing strategy, characteristic product strategy, rich innovation strategy, and diverse communication strategy, etc., analyzes"Qingying"reading promotion strategies under the"AIDA"mode, and probes into the development road of reading promotion.