In recent years,with the rapid popularity of short videos,the promotion of red resources with the help of short videos has become an important service means for library.From the perspective of consumer behavior stages of SIPS theory,namely resonance,confirmation,participation and sharing and diffusion,this paper adopts a combination of quantitative and qualitative methods to investigate the current situation of red short video reading promotion in provincial public libraries in China based on the Douyin platform,and finds series of problems:content construction idea is not clear,platform operation management is not professional,multidimensional interactive mechanism is not perfect and the target audience positioning is not accurate.In the future,breakthroughs can be sought from the four aspects:clarifying the content construction layout to activate the reader resonance point,improving the platform operation level to strengthen the recognition of reader value,creating a multi-dimensional interaction mechanism to improve readers'participation,accurately positioning the target audience to promote the reader sharing and diffusion.Under the guide of these optimizing strategies,the provincial public libraries can realize the innovative development of the new media matrix of"Douyin short videos+red cultural reading promotion".
NETL
NSTL
万方数据
