基于市场细分的国家图书馆立法决策服务营销策略分析  

Study on Marketing Strategies of Legislation Decision-Making Service in the National Library of China Based on Market Segmentation

作　　者：谢岩岩[1] Xie Yanyan

机构地区：[1]国家图书馆

出　　处：《国家图书馆学刊》2019年第2期25-31,共7页Journal of The National Library of China

摘　　要：借助市场细分营销理论,结合立法决策服务用户的业务要求、需求特点和思维方式,将国家图书馆立法决策服务用户群细分为文献信息保障部门、行政事务管理部门和政策法规研究部门,针对三种用户市场分别采取协同扩展式、功能导向式和需求培育式营销策略,并根据国家图书馆立法决策服务营销实践提出加强用户研究、优化营销手段等提升建议。According to the market segmentation and marketing theory, combining with the service requirements,demands and thinking characteristics of users of the legislation decision-making service, this article divides the user groups of the legislation decision-making service of the National Library of China into the Literature and Information Service Department, Administrative Department, and Policy and Regulation Research Department. For the three types of user markets, this article adopts respectively the marketing strategies of synergistic extension, function orientation and demand cultivation, puts forward such improving suggestions as strengthening user research and optimizing marketing process, by summing up the marketing practice adopted by the National Library of China.

关 键 词：服务营销 市场细分 营销策略 立法决策 国家图书馆 

分 类 号：G258.1[文化科学—图书馆学]