营销视域下高校图书馆品牌共创探析——以湖南科技大学图书馆为例  

On the Co-creation of University Library Brand from the Perspective of Marketing——Taking the Library of Hunan University of Science and Technology as an Example

作　　者：王俊芬[1] WANG Junfen(Library of Xiangtan University,Xiangtan 411105,China)

机构地区：[1]湘潭大学图书馆,湖南湘潭411105

出　　处：《晋图学刊》2021年第3期43-49,共7页Shanxi Library Journal

基　　金：湖南省社科基金项目“乡村振兴战略背景下私家藏书网格化服务模式及实现机制研究”(项目编号:20YBA240);湖南省高校图工委项目“竞争情报引导下高校馆院融合教学研”(项目编号:2019L027);湖南省教育厅项目“湖南省联合书库建设激励模式研究”(项目编号:19C1789)。

摘　　要：为实现图书馆教育和社会服务功能,高校图书馆可以引入营销理念,运用大数据和网络技术,根据用户需求充分整合和挖掘现有资源,引导读者打造图书馆服务品牌。本文以湖南科技大学图书馆为例,从人力资源优化、服务理念创新、阅读服务营销、馆读共创品牌等方面分析了湖南科技大学图书馆服务品牌共创的经验,并探讨了读者提出的“如何提升读者职业弹性能力需求”的品牌共创“营销策略”,试图为同类型高校图书馆的阅读品牌建设提供借鉴。In order to realize the education and social service function of the library,the university library can introduce the marketing idea,use big data and network technology,fully integrate and excavate the existing resources according to the needs of users,and guide the readers to build the library service brand.Taking the library of Hunan University of Science and Technology as an example,this paper analyzes the experience of service brand co-creation in the library of Hunan University of Science and Technology from the aspects of human resource optimization,service concept innovation,reading service marketing,library reading co-creation brand,etc.,and probes into the brand co-creation“marketing strategy”of“how to improve readers’professional flexibility demand”proposed by readers.This paper attempts to provide reference for the reading brand construction of the same type of university libraries.

关 键 词：高校图书馆品牌 口碑营销 阅读体验 

分 类 号：G251[文化科学—图书馆学]