图书情报知识 ›› 2020, Vol. 0 ›› Issue (2): 51-59.doi: 10.13366/j.dik.2020.02.051

• 图书、文献与交流 • 上一篇    下一篇

数字阅读推广的概念、机制与模式

茆意宏   

  • 出版日期:2020-03-10 发布日期:2020-04-04

Conception, Mechanism and Pattern of Digital Reading Promotion

  • Online:2020-03-10 Published:2020-04-04

摘要: [目的/意义]对数字阅读推广的基础理论问题进行探析,为数字阅读推广的实践提供参考。[研究设计/方法]通过属加种差的方法从营销学、传播学、教育学视角对数字阅读推广进行定义;基于信息流理论对数字阅读推广的运行机制与模式进行阐释,并结合管理要素与职能理论对数字阅读推广的管理机制与模式进行阐释。[结论/发现] 数字阅读推广是旨在改进阅读服务者与用户的关系,促进更多用户利用数字阅读服务的营销、传播、教育等行为。数字阅读推广是用户与服务者的需要,也是国家发展全民阅读事业的需要。数字阅读推广的组成要素包括推广主体、推广对象、目标用户、推广信息、推广渠道、推广方法、推广评价等。数字阅读推广的基本运行模式包括活动、出版物、人际传播、广告、课程、导航与推荐系统等。随着数字阅读推广的发展,各类推广主体需要将其纳入统一管理。[创新/价值]对数字阅读推广的概念、运行、管理等进行较系统的理论探索。

关键词: 数字阅读, 数字阅读推广, 阅读推广, 运行机制, 运行模式, 管理机制, 管理模式

Abstract: [Purpose/Significance]This paper explores the basic theoretical problems of digital reading promotion in order to provide reference for practice. [Design/Methodology]Definition of digital reading promotion has been proposed with genus plus specific difference method from the perspectives of marketing, communication, and education. Operational mechanism and pattern have been elaborated according to the information flow theory. Moreover, mechanism and mode of management have been explained, with the use of management elements and function theory.[Findings/Conclusion]Digital reading promotion, which is a kind of marketing, dissemination and education, intends to improve the relationship of reading service providers and users, as well as the utilization of digital reading service. Digital reading promotion is the requirement of users and service providers, as well as the development of reading campaign among all the people. The components of digital reading promotion consist of promoting subject, promoting object, targeted user, promoted information, promoting channel, promoting method, promoting evaluation and so on.Basic operational modes include activities, publications, people-to-people communication, advertisements, curriculums, navigations and recommending systems. With the development of digital reading promotion, various promoting subjects should be absorbed into a unified management.[Originality/Value]A theoretical exploration has been conducted for the conception, operation and management of digital reading promotion in a systematic way.

Key words: Digital reading, Digital reading promotion, Reading promotion, Operational mechanism, Operational pattern, Management mechanism, Management pattern