因弗卡吉尔公共图书馆营销实践与启示  

The Case Analysis of the International Marketing Award Based on Invercargill Public Library

作　　者：张薇[1] 孟文静 Zhang Wei;Meng Wenjing

机构地区：[1]安徽大学管理学院

出　　处：《新世纪图书馆》2019年第8期71-75,共5页New Century Library

摘　　要：本文梳理了2016—2018年国际图书馆协会联合会(IFLA)国际营销奖获奖项目,以因弗卡吉尔公共图书馆获奖项目为主体进行调查分析,探究其营销策略及服务模式,为我国公共图书馆开展营销活动提供建议。利用网络调查法和文献调查法,对因弗卡吉尔公共图书馆独具特色的“病毒式营销”和多元化服务进行了调查。同时,结合我国公共图书馆发展状况从有效利用名人的商业价值、把握社交媒体的“网红”机遇、充分激发馆员的创作热情、开展全面的定制多元化服务四个方面对我国公共图书馆营销提出建议.This paper reviews and summarizes the award projects of international marketing published by International Federation of Library Associations and Institutions(IFLA)from 2016 to 2018.By investigating and analyzing the marketing strategy and service model based on the award-winning project from Invercargill Public Library,it hopes to provide a reference for marketing activities developed by Chinese public libraries.Accordingly,it introduces the unique element o“f viral marketing”and diversified service types of Invercargill Public Library through the Internet and literature survey.On the conclusion,according to the development of public libraries in China,the suggestions are mainly put forward through four aspects:effectively utilizing the commercial value of celebrities,taking the opportunity of online celebrities,inspiring the enthusiasm of librarians and promoting customized and diversified services to customers.

关 键 词：因弗卡吉尔公共图书馆 “病毒式营销” 定制多元化服务 IFLA国际营销奖 

分 类 号：G259.1[文化科学—图书馆学]