美国图书馆协会“达纳图书馆公共关系奖”分析与启示  

Analysis and Enlightenment of the Dana Library Public Relations Award by the American Library Association

作　　者：房宣伊 谈大军[1] Fang Xuanyi;Tan Dajun(School of Economics ＆ Management, South China Normal University, Guangzhou 510006)

机构地区：[1]华南师范大学经济与管理学院

出　　处：《图书情报工作》2018年第8期139-145,共7页Library and Information Service

基　　金：教育部人文社会科学研究项目“基于CCDVTP模型的中美大学图书馆营销管理模式比较研究”(项目编号:17JYA870017)研究成果之一

摘　　要：[目的／意义]对美国图书馆协会设立的“达纳图书馆公共关系奖”进行介绍与分析，旨在为我国图书馆营销与公共关系活动的开展提供借鉴。[方法／过程]通过网络调查法、文献分析法和邮件调查法，从奖项名称、奖项申请、获奖内容、奖励办法等方面分析该奖项，并重点研究评审标准。[结果／结论]该奖项的评审标准由需求评估与规划、实施与创新、评估3部分构成，总结得出评审标准是由战略规划、环境分析、目标用户、项目预算、品牌构建、沟通策略和评估构成的公共关系项目体系。对我国图书馆公共关系活动的启示包括：制定战略规划、建设专业化团队、目标用户细分、树立品牌意识、注重构建社会关系。[ Purpose/significance ] This paper introduces and analyzes the Dana Library Public Relations Award set up by American Library Association in order to provide reference for library marketing and public relations activities in China. [ Method/process ] Using the method of network investigation, literature analysis and mail survey, the award is introduced from the name of award, the application of award, the content of award, and the way of reward. [ Result/conclusion ] The evaluation criteria of the award are composed of needs assessment and planning, implementation and innovation, and evaluation. It is concluded that the evaluation criteria of the award are strategic planning, environmental analysis, target users, project budget, and brand building. The enlightenment to the public relations activities of libraries in China ineludes： making strategic planning, building specialized teams, subdividing target users, establishing brand consciousness, and paying attention to constructing social relations.

关 键 词：战略规划 图书馆公共关系 达纳图书馆公共关系奖 

分 类 号：G252[文化科学—图书馆学]