阅读推广过程中读者关系管理的内涵、系统与实现路径  

The Connotation,Structure and Realization Path of Reader Relationship Management in the Process of Reading Promotion

作　　者：张泸月[1] 许统[1] 

机构地区：[1]四川师范大学图书馆,成都610068

出　　处：《图书情报工作》2017年第15期89-94,共6页Library and Information Service

基　　金：国家社会科学基金一般项目"基于读者满意度视角的阅读推广服务质量管理研究"(项目编号:16BTQ020)研究成果之一

摘　　要：[目的/意义]开展读者关系管理有利于培养、维系、增进组织与读者的紧密关系,提升读者参与度与活跃度,改进组织阅读推广绩效。[方法/过程]从关系管理的理论出发,阐述在阅读推广过程中开展读者关系管理的内涵、意义及系统结构特征,并提出实现路径。[结果/结论]融入社交媒体,扩大读者管理途径;注重读者数据管理,优化读者关联关系;转变核心读者为推广者,开展协同管理服务;提供极致阅读体验,培育读者忠诚度将是实现读者关系管理的有效途径。[ Purpose/significance ] The development of customer relationship management is beneficial to cultivate, maintain and promote the close relationship between the promotion organization and the readers. It can enhance reader participation and improve the promotion performance. [ Method/process ] Based on the theory of reader relationship management, this paper expounded the connotation and structure of reader relationship management in the process of reading promotion, and put forward the realization path. [ Result/conclusion] Integrating the social media, establishing the reader analysis system, constructing the core reader alliance and providing the ultimate reading experience will be effective ways to achieve reader relationship management.

关 键 词：阅读推广 读者关系管理 读者满意度 读者忠诚度 服务质量 

分 类 号：G252[文化科学—图书馆学]