实施主体视域下的公共数字文化服务营销模式  

Marketing Models of Public Digital Cultural Service from the Perspective of Implementation Subjects

作　　者：戴艳清[1] 何晓霞 DAI Yanqing;HE Xiaoxia

机构地区：[1]湘潭大学公共管理学院

出　　处：《图书馆论坛》2021年第6期9-16,共8页Library Tribune

基　　金：国家社会科学基金青年项目“基于用户体验的公共数字文化服务营销研究”(项目编号:15CTQ010)研究成果。

摘　　要：研究公共数字文化服务营销模式可为公共数字文化服务营销实施主体模式选择提供参考。文章以公共数字文化服务营销的实施主体作为划分标准,将其划分为单主体、参与式以及合作式3种模式;从营销过程操纵性、核心产品丰富性以及服务营销影响范围等方面比较分析3种模式的优劣势。研究发现,3种模式在实施主体服务营销操纵能力、服务集成化程度以及服务营销活动规模等方面存在差异性,因而具有不同的适用情况。This paper makes a preliminary study on current marketing models of public digital cultural services.In consideration of different implementation subjects,it divides current marketing models into three types,i.e.,the single-subject one,the participatory one,and the cooperative one.It then makes an analysis of their advantages and disadvantages in the maneuverability of the marketing process,the richness of core products,and the range of marketing influence,etc..The result shows that due to their different performances in the maneuverability of marketing activities,the integration of public digital cultural service and the scale of marketing activities,the three models should be adopted according to different situations.

关 键 词：公共数字文化服务 服务营销 营销模式 

分 类 号：G252[文化科学—图书馆学] G249.2