摘要
通过引入市场细分理论,突破传统学科服务用户研究方法,对高校图书馆学科服务用户开展市场细分实证研究。采用因子分析和K-Means聚类分析法对学科服务用户进行分类研究,从而获得成熟型用户群、体验型用户群、保守型用户群、边缘型用户群等4个子市场;通过对每个子市场做详细的分析和评价,从学科服务产品设计、服务推广、差异化服务3个方面给出了针对不同子市场的学科服务精准营销策略,以期为高校图书馆学科服务营销提供参考。
An empirical study on user＇s market segmentation for college library subject service was carried out by the introduction of market segmentation theory and breakthrough of traditional research method for subject service. The users of subject service were classically researched by using factors analysis and K-means cluster analysis method, thus we have obtained the four sub-markets of the long-term user group, experiencing user group, conservative user group and marginal user group. After the analysis and evaluation of each sub- subject, we have put forward precision marketing strategies for the subject service considering different sub- markets from the aspects of the subject service product design, service promotion and differential service in order to provide a reference for the precision marketing for college library subject service.
出处
《图书馆学研究》
CSSCI
2017年第9期77-83,共7页
Research on Library Science
基金
陕西省科学技术情报学会扶植项目"基于粗糙集的个性化学科前沿信息挖掘"(项目编号:2016SKQF04)
西安科技大学培育基金"基于期望确认理论模型的高校图书馆学科服务评价研究(项目编号:201655)"的研究成果之一
