高校图书馆嵌入式学科服务研究——基于网络整合营销4I理论  

Research on the Embedded Subject Service in University Libraries——Based on 4I Theory of Network Integrated Marketing

作　　者：李梦楠 周秀会[2] 

机构地区：[1]天津工业大学 [2]天津工业大学图书馆

出　　处：《图书馆工作与研究》2018年第12期115-121,共7页Library Work and Study

摘　　要：网络整合营销4I理论包括趣味原则、互动原则、个性原则和利益原则。自20世纪90年代美国西北大学市场营销学教授唐·舒尔茨提出该理论后,业界学者纷纷引入该理论改进图书馆服务。指出网络整合营销4I理论对高校图书馆嵌入式学科服务的重要作用,分析该理论应用于高校图书馆嵌入式学科服务的营销要点,探索改进嵌入式学科服务的实施路径,以期为优化高校图书馆嵌入式学科服务提供参考。4I theory of network integrated marketing includes interesting principle,interaction principle,individuality principle and interests principle.Since professor Don Schultz puts forward the theory in the 1990s,many scholars apply it to improve library service.This paper points out the importance of 4I theory to the embedded subject service,analyses the marketing keys of embedded subject service based on 4I theory of network integrated marketing,explores the implementation path of improving embedded subject service,so as to provide reference for optimizing embedded subject service of university libraries.

关 键 词：嵌入式学科服务 网络整合营销4I理论 高校图书馆 

分 类 号：G258.6[文化科学—图书馆学]