基于7Ps营销理论的高校图书馆区域知识产权信息服务营销策略研究  

Research on the Marketing Strategy of Regional Intellectual Property Information Services of University Libraries from the Perspective of 7Ps Marketing Mix

作　　者：李剑[1] 林静[1] 韩闯[1] 杜松奇 Li Jian;Lin Jing;Han Chuang;Du Songqi(不详)

机构地区：[1]厦门大学图书馆,厦门大学知识产权信息服务中心,福建厦门361005 [2]福建师范大学社会历史学院,福建福州350007

出　　处：《大学图书馆学报》2021年第1期69-77,共9页Journal of Academic Libraries

基　　金：2020年度国家社会科学基金项目“高校图书馆知识产权信息服务绩效评价的体系构建与实证研究”(编号:20BTQ021)的研究成果之一。

摘　　要：在当前形势下,基于高校图书馆资源与服务的营销策略研究对区域知识产权信息服务(Intellectual Property Information Services, IPIS)的开展具有现实意义。文章从区域知识产权信息服务的特点出发,选择7Ps营销理论作为营销组合策略,分析国内外高校图书馆区域IPIS营销现状和经验,发现其存在营销渠道不畅、服务产品适用性不强、服务营销力量弱等问题。文章进而从加强区域服务协作、增强服务产品适用性、规划价格策略和打造服务品牌四个方面来构建营销策略。At this stage,it is of practical significance for university libraries to take the advantages of their own resources and services to implement regional intellectual property information services(IPIS)based on marketing strategies.Starting from the characteristics of regional IPIS and taking 7Ps marketing mix as a marketing strategy,the article discusses the current situation of regional IPIS marketing in domestic university libraries and abroad,summarizes experiences,and analyzes some problems of regional IPIS in domestic university libraries,such as limited marketing channels,insufficient applicability of service products,and weak service marketing teams.In conclusion,marketing strategies can be improved from four aspects:strengthening regional service collaboration,enhancing the applicability of regional service products,planning price strategies,and marketing development strategies for service branding.

关 键 词：高校图书馆 区域知识产权信息服务 服务营销 7Ps营销理论 

分 类 号：G252[文化科学—图书馆学]