Research on the Innovation and Development of IP Enabled Library Marketing
The rise and upsurge of cultural IP has given birth to a phenomenal marketing ecology.Exploring the innovative development of library marketing enabled by IP is of great significance for innovating library marketing means in the new era,breaking the dilemma of library marketing,and reshaping library image and value positioning.This paper sorts out and analyzes the connotation and value of IP-enabled library marketing,and constructs a library IP marketing model based on the SIPS consumer behavior model.Aiming at the four aspects of the model,it finally puts forward the implementation strategy of IP-enabled library marketing from the four dimensions of content,form,interaction and communication,in order to provide reference and reference for libraries to carry out IP marketing practice.
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