服务营销组合策略在阅读推广中的实践与探索——以广西科技大学图书馆“微书评”为例  

Practice and Exploration of Service Marketing Mix Strategy in Reading Promotion:As an Example of “Micro Book Review”in Guangxi Science and Technology University Library

作　　者：薛宏珍[1] 

机构地区：[1]广西科技大学图书馆,柳州545006

出　　处：《图书情报工作》2016年第3期83-89,共7页Library and Information Service

基　　金：CALIS广西壮族自治区文献信息服务中心预研课题"高校图书馆参与公共文化服务体系构建探析"(项目编号:CALISGX201509)研究成果之一

摘　　要：[目的 /意义]针对当前阅读推广案例活动普遍存在的数量多而质量良莠不齐的现状,引入服务营销组合理论,指导图书馆更好地开展阅读推广活动。[方法/过程]将服务营销组合理论中各个关键要素重新加以整合,形成适合广西科技大学图书馆"微书评"具体案例的"7P"服务营销组合策略,即服务产品策略、服务价格策略、服务渠道策略、服务促销策略、图书馆内部营销策略、学生团队营销策略、效果评价策略。[结果 /结论]通过实践和探索得出的结果显示,服务营销组合策略能够帮助图书馆明确阅读推广活动中各要素、各环节的内在联系与规律,更好地进行跨部门的合作与沟通;更有助于揭示阅读推广活动的共性和个性特征,从而提高阅读推广活动的质量,为阅读推广的实践与探索提供有益参考。[ Purpose/significance ] In view of the widespread promotion activities of numerous number and uneven quality, service marketing mix theory is introduced, to guide the library to better carry out reading promotion activities. [ Method/process] The key elements of the service marketing mix theory is reintegrated, to form the ＂7Ps＂ service marketing mix strategy suitable for the ＂micro book review＂ case of Guangxi Science and Technology University Library, which includes service product strategy, service price strategy, service channel strategy, service marketing strategy, library internal marketing strategy, students team marketing strategy and effect evaluation strategy. [ Result/conclusion] The results of practice and exploration show that, the service marketing mix strategy can help the library make clear the inherent relation and regularity of each factor and link, and better carry out the common and personality characteristics of reading promotion activities, to improve the quality of reading promotion activity and provide the important reference for practice and exploration.

关 键 词：高校图书馆 阅读推广 服务营销 营销组合 

分 类 号：G252.17[文化科学—图书馆学]