重新认识图书馆营销:概念拓宽与战略升级  

Rethinking Library Marketing:Expending Concept Border and Upgrading Strategy

作　　者：肖鹏[1] 

机构地区：[1]中山大学,广州510006

出　　处：《高校图书馆工作》2014年第6期3-7,共5页Library Work in Colleges and Universities

摘　　要：文章首先简要回顾了图书馆营销的历史发展,探讨了其不断拓展的概念边界,认为图书馆营销在当今的图书馆工作体系中,已然上升到战略规划的层次。其次,讨论了战略规划视野下,与图书馆营销息息相关的5个命题,包括非营利性、公共关系、项目制、营销组合和伦理问题等。最后提出了当前情景下,中国本土图书馆在推进图书馆营销方面可以采取的具体措施。The Author reviews the historical development of library marketing, discusses this expending border concept. Library marketing has become an important part of strategy plan, and this article observes 5 topics related to the changing, including non - profit - distributing, public relation, project scheme, marketing mix and ethic problems. At the last part, possible measures that local libraries could take are also proposed.

关 键 词：图书馆营销 战略规划 非营利组织营销 

分 类 号：G252[文化科学—图书馆学]