日本高校图书馆联盟的营销策略应用——以JUSTICE为例  

The Application of Marketing Strategy in the Alliance of Japanese University Libraries——Taking Japan Alliance of University Library Consortia for E-Resource as an Example

作　　者：刘青[1] 高波[1] 

机构地区：[1]华南师范大学经济与管理学院,广州510063

出　　处：《图书馆》2017年第6期84-90,共7页Library

基　　金：国家社科基金重点项目"中外图书馆联盟管理模式比较研究"(项目编号:14ATQ001)成果之一

摘　　要：高校图书馆联盟面临竞争激烈、成本增加、经费缩减及用户需求多样化等挑战,引入营销理论,有助于图书馆联盟提高购买力和谈判效果,推广图书馆的产品和服务,降低管理运营成本,实现组织目标。笔者以JUSTICE为例,结合联盟组织结构,运用6P营销理论,调查日本高校图书馆联盟的营销策略,分析JUSTICE在成员关系、部门分工、成本控制、人员培训方面的特点,为我国图书馆联盟的发展提供参考。University library consortium is faced with the challenges of competition, cost increasing, budget reduction and user needs diversification. The introduction of marketing theory to the library alliance will help it to improve purchasing power and negotiation effect, promote library products and services, reduce management and operation cost, and achieve organizational goals. This paper takes JUSTICE as an example, combined with the alliance organization structure, investigates the marketing strategy of Japanese Universities Library Alliance by using 6Ps marketing theory, analyzes JUSTICE in the member relationship, division of labor, cost control and personnel training, and some reference can be provided for the development of the library consortium in China.

关 键 词：营销策略 图书馆营销 JUSTICE 高校图书馆联盟 

分 类 号：G25[文化科学—图书馆学]