摘要
近年来,图书馆纷纷积极寻找路径自我营销,推广资源和服务,吸引用户;但部分图书馆在具体营销实践中,存在曲解理念、模仿复制、缺乏反馈评估等问题。文章对IFLA公开出版物表达的"系统营销"观点进行归纳总结,以IFLA国际营销奖获奖项目为研究对象,以Maxqda10为编码工具,案例分析与内容分析法结合,剖析获奖项目所践行的营销理念。系统营销是IFLA国际营销奖设立、评奖和宣传的本质理念,也是各国优秀图书馆营销项目遵循的活动原则,包括识别用户需求、用户细分、提供产品与服务、评估项目。图书馆在开展营销活动时应区分宣传与营销,明确营销目的,树立系统营销理念。
In recent years,libraries have been actively looking for ways of self marketing,promoting resources and services,and attracting users.However,in the specific marketing practice,some libraries have some problems,such as misinterpretation of ideas,imitation,lack of feedback evaluation and so on.This paper summarizes the viewpoints of"systematic marketing"expressed in IFLA’s public publications,takes the winning projects of IFLA International Marketing Award as the research object,takes Maxqda10 as the coding tool,and combines case analysis with content analysis to analyze the marketing ideas practiced by the winning projects.It is found that systematic marketing is the essential idea of the establishment,evaluation and publicity of IFLA International Marketing Awards,and it is also the activity principle of excellent library marketing projects in various countries,including identifying user needs,segmenting user,providing products and services,and evaluating projects.This paper suggests that when carrying out the marketing activities,the library should distinguish publicity from marketing,clarify the purpose of marketing,and establish the concept of systematic marketing.
作者
杨丽娟
徐建华
张雨浓
陈昌明
Yang Lijuan;Xu Jianhua;Zhang Yunong;Chen Changming
出处
《图书馆学研究》
CSSCI
北大核心
2021年第8期24-31,共8页
Research on Library Science
基金
国家自然科学基金青年项目“基于低幼龄儿童认知机制的信息组织模型研究”(项目编号:71904091)
中国博士后科学基金第67批面上资助“信息搜寻视角下面向学龄前儿童的信息组织模型构建研究”(项目编号:2020M670637)
2019年文化和旅游部宏观决策课题“国际公共图书馆经验视域下的公共文化与社区融合发展研究”的研究成果之一。
关键词
图书馆营销
IFLA国际营销奖
系统营销
library marketing
IFLA International Marketing Award
systematic marketing
