高校图书馆服务营销的实证调查与分析  

Investigation and Analysis of the Service Marketing in University Libraries

作　　者：郑文晖[1] 

机构地区：[1]广东茂名学院图书馆,广东茂名525000

出　　处：《图书馆建设》2009年第5期55-58,共4页Library Development

基　　金：茂名学院科学研究基金资助项目"高校图书馆服务营销策略研究"的研究论文之一;项目编号:203451

摘　　要：图书馆服务营销是将营销理念引入图书馆服务中,以提高图书馆服务的效益。采用问卷调查法调查我国部分"211"工程重点大学图书馆服务营销的开展情况,高校图书馆的服务营销主要存在服务营销得不到图书馆组织的重视、缺乏有效的图书馆服务营销评估体系以及图书馆营销人才缺乏等问题,据此,应制定营销规划、普及服务营销理论、加强营销素质的培养、提高信息服务水平。Service marketing is to introduce marketing ideas to library services so as to improve library service benefits. This paper investigates by questionnaires the service marketing of parts of Project 211 university libraries, and finds some problems in the service marketing of university libraries： library leaders paying not enough attention to the service marketing; the lack of an evaluation system for service marketing and the lack of marketing librarians, etc. Four suggestions are given to solve these problems： to make marketing plans, to popularize service marketing theory, to enhance marketing quality and to raise the level of information service.

关 键 词：高校图书馆 服务营销 

分 类 号：G252[文化科学—图书馆学]