我国图书馆营销实践与研究——IFLA国际营销奖我国获奖项目分析  

Practice and Research of Library Marketing in China:Analysis of Awardwinning Projects of Chinese Libraries in IFLA International Marketing Award

作　　者：褚芹芹[1] Chu Qinqin

机构地区：[1]闽江学院图书馆,福建福州350108

出　　处：《新世纪图书馆》2023年第12期70-77,共8页New Century Library

基　　金：2023年度福建省习近平新时代中国特色社会主义思想研究中心一般项目“福建优秀传统文化在公共文化服务中的创造性转化与创新性发展研究”(项目编号:FJ2023XZB067)的研究成果之一。

摘　　要：论文回顾了IFLA国际营销奖研究,揭示了当前图书馆营销面临的挑战与机遇,并对我国图书馆在IFLA国际营销奖中的获奖情况进行了分析。借鉴这些获奖项目的经验,对今后我国图书馆营销提出了切实贯彻系统营销理念、借助新媒体的优势、全面推进跨界融合、积极向外借力、借参赛促发展等建议。This paper reviews the research of IFLA International Marketing Award,reveals the challenges and opportunities faced by the current library marketing,and analyzes the awarding situation of Chinese libraries in IFLA International Marketing Award.Learning from the experience of these award-winning projects,it puts forward some suggestions for library marketing in China in the future,such as implementing the concept of systematic marketing,taking advantage of new media,comprehensively promoting cross-border integration,actively asking for help from outside,promoting development by participating in the selection of IFLA International Marketing Award and so on.

关 键 词：图书馆营销 IFLA国际营销奖 系统营销 

分 类 号：G252[文化科学—图书馆学]