CCJPL项目整合营销传播策略分析  

An Analysis of CCJPL Project Integrated Marketing Communication Strategy

作　　者：闫智[1] 闫凤娟[1] 

机构地区：[1]吉林大学图书馆

出　　处：《图书馆学研究》2016年第13期30-32,83,共4页Research on Library Science

摘　　要：信息时代,人们获取信息渠道和阅读习惯的改变让很多图书馆面临规模缩减甚至关闭的危险。整合营销能够持久地吸引读者,巩固和扩大图书馆社会影响,获得社会更多的理解和支持,在美国图书馆营销活动中得到广泛的应用。文章通过对CCJPL项目的整合营销实施与成效进行分析介绍,为我国图书馆的营销工作提供参考与借鉴。In information age, the changes of reading habits and getting information make a lot of libraries at risk of shrink or even shut down. Integrated marketing can attract readers, consolidate and expand the social influence, and get more understanding and support. It has obtained widespread application in library marketing campaigns of the United States. We introduce and analyze the CCJPL program through the implementation and effect, in order to support the marketing work of Chinese libraries.

关 键 词：图书馆 整合营销传播 LIBRARY MARKET 

分 类 号：G251-F[文化科学—图书馆学]