摘要
随着信息渠道多元化,图书馆失去了绝对优势地位,如何充分利用图书馆资源重新吸引用户成为高校图书馆经营的首要问题,营销策略研究可以为图书馆优化服务提供参考。基于国内外高校图书馆在营销中开展的丰富实践,利用聚类的方法归纳高校图书馆的八大营销模式,根据营销模式调研分析国内高校图书馆在营销中存在的问题,借鉴优秀实践经验提出基于营销模式的高校图书馆多元营销策略。
With the diversification of information channels,the library has lost its absolute dominant position.How to make full use of library resources to attract users has become the primary issue in the management of university library.The research on marketing strategies can provide reference for library to optimize services.Based on the rich practices of university library marketing at home and abroad,the paper summarizes the eight marketing modes of university library by clustering method,and analyzes the problems existing in the marketing of domestic university libraries according to the investigation of marketing modes.With reference to the excellent practical experience,the paper puts forward the multiple marketing strategies of university library based on the marketing modes.
作者
冯龄萱
魏群义
Feng Lingxuan;Wei Qunyi
出处
《图书馆学研究》
CSSCI
北大核心
2020年第2期18-24,共7页
Research on Library Science
关键词
高校图书馆
营销策略
营销模式
university library
marketing strategy
marketing mode
作者简介
冯龄萱,重庆大学经济与工商管理学院硕士研究生。研究方向:用户画像、图书馆用户体验;魏群义,重庆大学图书馆研究馆员,博士。研究方向:移动图书馆、数字图书馆等。
