5R视角下CASHL学科用户调研及营销策略研究——以东北师范大学为例  

Investigation and Research on Subject Users and Marketing Strategies ofCASHL from the Perspective of 5R Theory——Taking Northeast Normal University as an Example

作　　者：杨贺晴[1] 徐枫[1] 周秀霞[1] 商依婷 Yang Heqing;Xu Feng;Zhou Xiuxia;Shang Yiting

机构地区：[1]东北师范大学图书馆,吉林长春130024

出　　处：《大学图书馆学报》2020年第6期19-27,共9页Journal of Academic Libraries

基　　金：2019年CASHL前瞻性课题“基于学科用户画像的CASHL营销策略研究”(编号:2019QZ006)的研究成果之一。

摘　　要：基于5R营销理论,利用问卷调查法对东北师范大学历史学、教育学、语言学等七个学科的CASHL用户进行了调研、比较与分析,从产品与服务关联、用户感受、服务响应、用户回报、用户关系等五个维度挖掘了学科用户的共性与差异,构建了明确CASHL现有用户与潜在用户,优化CASHL服务感知度与响应率,凝聚持久的关联力、关系力与回报力的营销策略,可为CASHL转型与发展提供新思路。Based on 5R theory,the paper investigates,compares and analyzes users of CASHL in 7 subjects of Northeast Normal University of China,such as history,pedagogy and linguistics,and excavates the commonalities and differences of subject users in 5 dimensions,including the relevance of product and service,users receptivity,service response,users recognition and users relationship,and then puts forward marketing strategies as identifying existing and potential users of CASHL,optimizing CASHL service perception and response rate,and building long-lasting power of relevance,relationship and recognition,which provides new ideas for the transformation and development of CASHL.

关 键 词：CASHL 图书馆营销 学科用户 5R理论 

分 类 号：G252[文化科学—图书馆学]