图书馆杂志

图书馆杂志 ›› 2020, Vol. 39 ›› Issue (11): 53-60.

• 工作研究 • 上一篇    下一篇

高校图书馆营销现状和发展策略研究

戴咏梅 翟晓娟   

  • 出版日期:2020-11-25 发布日期:2020-11-25
  • 作者简介:戴咏梅 女,南京大学,情报学博士,副研究员。研 究方向:高等教育管理、数字图书馆建设。作者贡 献:定题、文献资料整理分析、论文撰稿。E-mail: dym@nju.edu.cn 江苏南京 210023 翟晓娟 女,南京大学,情报学博士,副研究员。研 究方向:新媒体营销、个性化服务、读者行为数据。 作者贡献:全渠道营销架构设计和构建,绘制架构 图。江苏南京 210023

Research on Marketing Status and Development Strategy of Academic Libraries

Dai Yongmei, Zhai Xiaojuan   

  • Online:2020-11-25 Published:2020-11-25

摘要: 图书馆营销发展经历了三个阶段:一是营销理论引入阶段;二是营销理论付诸实践的发 展阶段;三是互联网带来的繁荣阶段。论文对图书馆营销发展历史做了全面梳理,介绍了我国高 校图书馆营销工作的现状,并在此基础上提出面向新时代的图书馆营销发展策略,即注重以人为 本的营销规划、鼓励营销产品的创意设计以及构建全渠道融合的营销架构。 

Abstract: The development of library marketing has experienced three stages. The first is the introduction of marketing theory, the second is for the marketing theory to be applied to practice, and the third is the prosperity stage brought by the Internet. This paper makes a comprehensive analysis of the development history of library marketing, introduces the current situation of university library marketing in China, and puts forward the development strategy of library marketing in the new era, namely, focusing on humanoriented marketing planning, encouraging creative design of marketing products and building a marketing framework of omni-channel integration.