“细节营销”理念与现代高校图书馆读者服务  

Concept of Details Marketing and Modern Reader Services of University Libraries

作　　者：牛文花[1] 

机构地区：[1]苏州科技学院图书馆,江苏苏州210511

出　　处：《图书馆建设》2011年第11期71-74,79,共5页Library Development

摘　　要：企业中的"细节营销"理念与现代高校图书馆服务理念是相吻合的。通过对国内高校图书馆的大量实证调查可以发现,高校图书馆在满足读者人性化需求、低成本使用需求、自助服务需求、创新性需求及读者对图书馆的个性化、专业化需求等不同方面引入"细节营销"理念的成功案例很多。保证高校图书馆细节营销服务的有效实施需要图书馆统一认识、规范管理、强化培训、重视信息反馈及完善监督机制等。Concept of details marketing and concept of modern reader services of university libraries are very consistent. The big amount of empirical investigation of university libraries in China shows that there are many successful cases of university libraries introducing concept of details marketing in satisfying human needs of readers, low cost usage needs, self-service needs, innovative needs, and individuation and specialization needs. In order to guarantee the effective implement of details marketing services of university libraries, libraries should integrate recognition, standardize management, reinforce training, pay attention to the information reflection and perfect supervision system.

关 键 词：细节营销 高校图书馆 图书馆服务 

分 类 号：G252[文化科学—图书馆学]