摘要
[目的/意义]综述国内外图书馆联盟营销研究成果,为国内图书馆联盟营销研究和实践提供参考。[方法/过程]运用文献调研、内容分析等方法,从营销价值、营销策略、存在问题、营销案例、支持图书馆界营销实践的国际组织5个方面对国内外图书馆联盟营销的研究进行综述。[结果/结论]图书馆联盟的营销价值包括扩大联盟影响力、降低联盟运营成本和实现资源共享和多样化;营销策略强调从用户需求出发进行内部营销、价格营销、公共关系营销和多渠道营销,并定期进行营销效果评估;营销中存在问题包括未设立营销管理职能部门、缺乏个性化服务、促销渠道比较单一、公共关系营销不足等;营销案例主要围绕大学图书馆联盟和综合性图书馆联盟;图书馆界营销实践得到国际图书馆协会联合会、美国图书馆协会等众多国际组织的支持。
[Purpose/significancelThe paper is to review research results on marketing of library alliances at home and abroad, to provide reference for marketing research and practice of library alliance in China. [Metbod/processJThe paper uses methods of document investigation and content analysis, to review research results on marketing of library alliances at home and abroad from 5 aspects of marketing value, marketing strategy, existing problems, marketing case, and international organizations which support library＇s marketing practice. [Result/conclusionlThe marketing value of library alliance includes enlarging influence and reducing operating cost of alliance and realizing resource sharing and diversification. The marketing strategy emphasizes the internal marketing, price marketing, public relations marketing and multi-channel marketing which based on the user＇s need, and the marketing effect should be assessed periodically. The problems existed in marketing include lack of setting up marketing department and personalized service, unitary marketing channel, insufficient public relations marketing. The marketing cases mainly revolve around university library alliance and com- prehensive library alliance. Library＇s marketing practice gets support from international organizations, such as International Federation of Library Associations and Institutions （IFLA） and American Library Association （ALA）.
作者
张旭
Zhang Xu(Guangdong Polytechnic Normal University Library, Guangzhou Guangdong 510665)
出处
《情报探索》
2017年第8期124-129,共6页
Information Research
关键词
图书馆联盟
营销策略
综述
library alliance
marketing strategy
review
