基于营销模式的高校图书馆多元营销策略研究  

Research on the Multiple Marketing Strategies of University Library Based on the Marketing Modes

作　　者：冯龄萱 魏群义[2] Feng Lingxuan;Wei Qunyi

机构地区：[1]重庆大学经济与工商管理学院 [2]重庆大学图书馆

出　　处：《图书馆学研究》2020年第2期18-24,共7页Research on Library Science

摘　　要：随着信息渠道多元化,图书馆失去了绝对优势地位,如何充分利用图书馆资源重新吸引用户成为高校图书馆经营的首要问题,营销策略研究可以为图书馆优化服务提供参考。基于国内外高校图书馆在营销中开展的丰富实践,利用聚类的方法归纳高校图书馆的八大营销模式,根据营销模式调研分析国内高校图书馆在营销中存在的问题,借鉴优秀实践经验提出基于营销模式的高校图书馆多元营销策略。With the diversification of information channels,the library has lost its absolute dominant position.How to make full use of library resources to attract users has become the primary issue in the management of university library.The research on marketing strategies can provide reference for library to optimize services.Based on the rich practices of university library marketing at home and abroad,the paper summarizes the eight marketing modes of university library by clustering method,and analyzes the problems existing in the marketing of domestic university libraries according to the investigation of marketing modes.With reference to the excellent practical experience,the paper puts forward the multiple marketing strategies of university library based on the marketing modes.

关 键 词：高校图书馆 营销策略 营销模式 

分 类 号：G258.6-F[文化科学—图书馆学]