图书馆营销理论基础及研究内容  

Theoretical Basis and Research Contents of Library Marketing

作　　者：谈大军[1] Tan Dajun

机构地区：[1]华南师范大学经济与管理学院

出　　处：《图书馆学研究》2021年第19期2-9,共8页Research on Library Science

基　　金：教育部人文社会科学研究项目“基于CCDVTP模型的中美大学图书馆营销管理模式比较研究”(项目编号:17JYA870017)的研究成果之一。

摘　　要：在充分利用国内外研究成果的基础上,对图书馆营销的理论基础和研究内容进行调查分析,以促进图书馆营销的理论体系完善和实践的发展。作为营销管理学和图书馆学的交叉领域,德鲁克、科特勒和阮冈纳赞的经典理论可以作为图书馆营销的理论基石。著作、学术期刊论文和学术会议文献是承载学科研究内容的重要文献类型,从中外期刊论文可以探究图书馆营销的研究历程及主题内容;从著作可以发现图书馆营销的研究范围;从学术会议可以分析图书馆营销的研究热点。总体来看,图书馆营销的研究范围广泛、研究内容丰富,尤其是对图书馆营销计划、数字营销等专题进行了比较深入的研究。Based on the domestic and foreign research of library marketing,the paper makes a survey of the theoretical basis and research contents of library marketing,aiming at promoting the improvement of theory system and the development of practice of library marketing.As the cross field of marketing management and library science,the classic theories of Drucker,Kotler,and Ranganathan can be used as the theoretical cornerstones of library marketing.Books,journal papers and articles from academic conference are the important types of literature carrying the subject research contents.Chinese and foreign journal papers reflect the research history and theme contents of library marketing,books reflect the research scope of library marketing,and academic conferences reflect the research focuses of library marketing.In general,the research scope of library marketing is wide and the research content is rich.In particular,topics such as library marketing plan and digital marketing have been studied in depth.

关 键 词：图书馆营销 理论基础 研究内容 

分 类 号：G250[文化科学—图书馆学]