关键词: 公共图书馆, 古籍, 阅读推广, LIIS模型

Abstract: This paper empirically examines the current situation of ancient books reading promotion in public libraries,and finds that low user attention,low level of content relevance and customization, narrow scope of user participation,and rigid and single promotion channels are prominent bottleneck at present.Guided by the LIIS model, public libraries can use brand marketing and positioning marketing methods to increase user attention, directionally develop ancient books reading service contents that highly matched with readers′ needs, use progressive incentives, live library and full scene reading strategies to extend the radius of user participation in ancient books reading promotion, and enhance the dissemination of ancient books reading promotion through closed-loop channels with full coverage online and offline.

Key words: public library, ancient book, reading promotion, LIIS model