超越用户需求导向的水平营销  

Lateral Marketing for Exceeding Users’s Demands

作　　者：罗凤莉[1] 

机构地区：[1]苏州大学图书馆,苏州215006

出　　处：《图书情报工作》2008年第8期137-140,共4页Library and Information Service

摘　　要：在概述图书馆传统"以用户需求为中心"的纵向营销理论和方法的基础上,引入水平营销的概念,分析水平营销与纵向营销的具体区别,指出水平营销是纵向营销的补充。建议将水平营销应用到图书馆服务之中,采取超越用户需求导向的水平营销模式创新服务,通过应用横向思维开展图书馆工作,全面提升图书馆服务水平和质量。On the basis of outlining the theory and methods of vertical marketing which emphasizes ＂ user requirement-oriented ＂, this paper introduces the concept of lateral marketing, analyses the differences between lateral marketing and metrical marketing, and points out that lateral marketing is the supplement to vertical marketing. Then the author suggests that library professionals should break through the traditional service modes, adopt exceeding user requirement-oriented innovative service mode, use landscape orientation thinking, and totally promote the level and quality of library services.

关 键 词：图书馆 用户需求 服务营销 纵向营销 水平营销 

分 类 号：G252[文化科学—图书馆学]