高校图书馆营销现状和发展策略研究  

Research on Marketing Status and Development Strategy of Academic Libraries

作　　者：戴咏梅[1] 翟晓娟[1] Dai Yongmei;Zhai Xiaojuan(Nanjing University)

机构地区：[1]南京大学,江苏南京210023

出　　处：《图书馆杂志》2020年第11期53-60,共8页Library Journal

基　　金：江苏省社会科学基金项目“基于互联网思维的高校图书馆全渠道营销架构研究”(项目编号:18TQB001)的系列成果之一。

摘　　要：图书馆营销发展经历了三个阶段:一是营销理论引入阶段;二是营销理论付诸实践的发展阶段;三是互联网带来的繁荣阶段。论文对图书馆营销发展历史做了全面梳理,介绍了我国高校图书馆营销工作的现状,并在此基础上提出面向新时代的图书馆营销发展策略,即注重以人为本的营销规划、鼓励营销产品的创意设计以及构建全渠道融合的营销架构。The development of library marketing has experienced three stages.The first is the introduction of marketing theory,the second is for the marketing theory to be applied to practice,and the third is the prosperity stage brought by the Internet.This paper makes a comprehensive analysis of the development history of library marketing,introduces the current situation of university library marketing in China,and puts forward the development strategy of library marketing in the new era,namely,focusing on human-oriented marketing planning,encouraging creative design of marketing products and building a marketing framework of omni-channel integration.

关 键 词：高校 图书馆营销 新媒体 全渠道 

分 类 号：G258.6[文化科学—图书馆学]