从国际图联营销奖看国外公共图书馆营销——以温哥华公共图书馆灵感实验室项目为例  

Study on the Foreign Public Library Marketing from the IFLA Marketing Award: Take ILLC of Vancouver public library for instance

作　　者：王丽华[1] 王文琳 Wang Lihua;Wang Wenlin(Department of Library,Information and Archives,Shanghai Universit)

机构地区：[1]上海大学图书情报档案系

出　　处：《图书馆杂志》2018年第11期83-89,共7页Library Journal

摘　　要：针对目前我国公共图书馆营销意识薄弱、手段单一、机制不健全等问题,文章以国际图书馆协会联合会(IFLA,以下简称"图联")国际营销奖获奖项目为研究切入点,以期为我国公共图书馆营销提供借鉴。通过对国际图联营销奖及其获奖项目的基本介绍,采用案例研究的方法分析第13届图联营销奖一等奖获得者——温哥华公共图书馆的"灵感实验室启动运动"项目营销情况。对该项目的内容新颖性、目标用户群体、多元网络营销渠道和营销评估4个方面进行了探讨,并提出对我国公共图书馆营销的思考。To address the issues in marketing by domestic public libraries, such as the low awareness of marketing, the limited number of methods, and unsound mechanism, the paper studies the International Library Association（IFLA） International Marketing Award project as the breakthrough point. Through a basic introduction to IFLA Marketing Award and the winning projects, the paper uses case study method to research and analyze the first prize winner： ＂Inspiration Lab Launch Campaign of Vancouver Public Library＂ of the 13 th IFLA marketing award. The paper discusses the novelty of the content, target groups, multiple network marketing channels and marketing evaluation, and then puts forward deep thoughts on public library marketing of our country.

关 键 词：公共图书馆营销 国际图联营销奖 温哥华公共图书馆 灵感实验室启动运动 

分 类 号：G258.2[文化科学—图书馆学]