摘要
国际图联于1997年成立营销管理部,于2004年设立营销奖,鼓励各个图书馆进行营销成果展示,以促进相互之间的交流。16所澳大利亚高校图书馆在营销方面的优秀案例展示出了澳大利亚高校图书馆营销管理现状,由案例可以看出,其具有外部营销方式多样化、内部营销管理制度化、图书馆联盟与社会机构合作等特点。我国高校图书馆应针对自身实际情况,巧妙利用代言人,发掘潜在合作力量,增加网络平台宣传,注重教学结合,深层挖掘用户需求,以做好营销工作。
The International Federation of Library Associations and Institutions （IFLA） set up the Marketing Management Department in 1997, and established a special marketing award in 2004 to encourage libraries to display marketing achievements and promote mutual exchanges. Excellent marketing cases of 16 university libraries in Australia show the status quo of the marketing management of Australian university libraries, as well as charactersitics of diversified marketing methods, institutionalized marketing management, and cooperation between library associations and social organizations. According to the actual situation, university libraries in China should take advantage of spokespersons, explore potential cooperation forces, increase network platform publicity, attach importance on the combination of teaching and practice, and in-depth exploration of readers＇ needs to improve the library development.
出处
《图书馆建设》
CSSCI
北大核心
2018年第7期65-71,共7页
Library Development
关键词
澳大利亚
高校图书馆
营销管理
Australia
University library
Marketing management
