大学城图书馆联盟营销组合策略研究  

Study on Combined Marketing Strategy of Library Consortia in University Town

作　　者：詹庆东[1] 

机构地区：[1]福州大学图书馆

出　　处：《图书情报工作》2014年第22期23-27,共5页Library and Information Service

基　　金：福建省教育厅社会科学项目"基于整合平衡计分卡的大学城图书馆联盟战略绩效评估"(项目编号:JAS14054)"研究成果之一

摘　　要：综述图书馆联盟信息营销的理论成果与实践活动,结合4P和4C策略构建大学城图书馆联盟营销组合策略模型,并以FULINK为例,对其实施营销组合的策略和取得的效果进行分析,探讨大学城图书馆联盟进行营销推广的4个原则:产品与顾客关联原则,价格与成本关联原则,渠道与便利关联原则,促销与沟通关联原则。The paper summarizes the theoretical results and practical activities of information marketing in library eonsorlia. With the help of the strategies of 4P and 4C, it builds a combined marketing strategy model of university town. Taking FULINK as an example, its strategy and effect is studied and analyzed. Besides, four principles of marketing promotion of library consortia in university town are explored which are relevance principles of product and customer, relevance principles of price and cost, relevance principles of channel and convenience, and relevance principles of promotion and communication.

关 键 词：信息营销 大学城图书馆联盟 营销策略 车轮模型 

分 类 号：G258.6[文化科学—图书馆学] G253