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论文编号：	11570
作者编号：	2120163276
上传时间：	2020/4/21 11:42:02
中文题目：	省级公共图书馆微信公众平台阅读推广研究
英文题目：	Research of Reading Promotion Activities on Wechat of Provincial Public Libraries
指导老师：	肖雪
中文关键字：	省级公共图书馆；微信公众平台；阅读推广
英文关键字：	provincial public library; WeChat platform; reading promotion
中文摘要：	2012年以来，在政府的积极促进和推动之下，全民阅读活动已成为我国基本 公共文化体系建设的重要内容。省级公共图书馆作为政府主办的公益性文化服务 机构，是为广大人民群众传播科学文化知识信息的中枢平台。省级公共图书馆是 倡导社会阅读、自主学习的主要机构。省级公共图书馆的特有优势尤其体现在在 培养阅读习惯和阅读能力能力方面。随着信息化时代的到来，传统的纸质媒体已 无法满足人们的阅读需求，社交媒体以其便捷、即时的特点迅速成为各个公共图 书馆和读者之间的联系枢纽。 为了解我国省级公共图书馆微信阅读推广现状，笔者首先通过网络爬虫、清 博大数据平台以及人工收集的方式对31个省级公共图书馆通过其微信公众平台 发布的所有信息和内容进行了收集，主要分为省级公共图书馆微信公众平台的基 本情况、阅读推广情况和阅读推广效果三个大的方面。其中，基本情况包括了账 号名称、账号类型、开通时间、自定义菜单服务栏目、功能介绍和初始信息六项 内容；阅读推广情况主要由阅读推广基本情况和阅读推广信息内容类型组成，阅 读推广基本情况指发文数量、发文时间、阅读数、点赞数等；阅读推广效果以清 博大数据平台提供的WCI值作为参考依据。 在对大量数据进行统计分析及可视化分析之后，选取了湖南图书馆、山东省 图书馆、浙江图书馆作为典型案例进行深入分析。然后，基于前文对我国省级公 共图书馆微信公众平台阅读推广情况的调查结果，结合这三个图书馆利用微信公 众平台进行阅读推广活动的特点和不足进一步分析，由分析结果得出，目前我国 省级公共图书馆在微信公众平台上进行阅读推广活动时存在的问题主要是：发展 差距大、针对人群的范围狭窄和内容质量参差不齐，针对这些问题从做好宣传工 作、做精推送内容和做深咨询服务方面提出了多渠道宣传、增加用户关注度，多 领域合作、促进相互经验交流；公众号推送的内容要以用户需求为导向，保证推 送质量、调整推送习惯；加强自定义菜单的开发与利用，加强会话窗口的实用性 的具体建议。
英文摘要：	Since 2012, through the active promotion of the government, promoting the reading among all the people has become an important part of the construction of China's basic public cultural system. As a public welfare cultural service institution sponsored by the government, the provincial public library is the central platform for disseminating scientific and cultural knowledge information for the masses of the people. Provincial public libraries are the main institutions that advocate social reading and independent learning. Especially in the cultivation of reading habits and abilities, provincial public libraries have their own unique advantages. With the advent of the information age, traditional paper media has been unable to meet people's reading needs. Social media has quickly become a bridge between public libraries and users with its convenient and instant features. In order to understand the current status of WeChat reading promotion in provincial public libraries in China, the author first collected information released by WeChat public platforms in 31 provincial public libraries through web crawlers, Qingbo big data platforms, and manual collection methods. This information is mainly divided into three major aspects: the basic situation of the WeChat public platform of the provincial public library, the reading promotion situation and the reading promotion effect. Among them, the basic situation includes six contents: account name, account type, opening time, custom menu service columns, function introduction and initial information; reading promotion mainly consists of reading promotion basic situation and reading promotion information content type.The basic situation refers to the number of posts, the time of posting, the number of readings, the number of like; the reading promotion effect is based on the WCI provided by the Qingbo Big Data platform as a reference basis. After statistical analysis and visual analysis of a large amount of data, Hunan Library, Shandong Library and Zhejiang Library were selected as typical cases for in-depth analysis. Based on the previous survey results of the reading promotion II Abstract status of WeChat public platforms in provincial public libraries in China, and combined with the characteristics and deficiencies of reading promotion activities of these three libraries using WeChat public platforms. It is found that the problems existing in the current reading promotion activities of Chinese provincial public libraries on WeChat platforms are: large development gaps, narrow target groups, and uneven content quality. To address these problems, we need to do a good job of publicity and refinement. In terms of push content and deep consulting services, multi-channel publicity, increased user attention, multi-field cooperation, and promotion of mutual experience exchanges are proposed; the content pushed by public accounts should be oriented to user needs to ensure push quality and adjust push habits; Specific suggestions for defining the development and use of menus and enhancing the practicality of the conversation window.
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