基于文化营销的南京大学图书馆用户关系管理新探  

A New Exploration to User Relationship Management of Nanjing University Libraries Based on Cultural Marketing

作　　者：翟晓娟[1] 张宇 黄贤金 ZHAI Xiaojuan;ZHANG Yu;HUANG Xianjin

机构地区：[1]南京大学图书馆,江苏南京210023

出　　处：《大学图书馆学报》2024年第4期42-50,共9页Journal of Academic Libraries

基　　金：江苏省社会科学基金项目“基于读者行为分析的高校图书馆提升纸质资源利用率方法研究”(编号:22TQB009)的研究成果之一。

摘　　要：为秉承“以用户为中心”的建设理念,新时代高校图书馆对用户关系管理有着自身的理解认识和实践举措。南京大学图书馆以文化营销为抓手,经营具有自身特色的用户关系管理之路。文章从文化营销战略规划、业务流程整合、实践应用案例、团队建设等方面进行阐述,并在实践基础上总结经验,提出新时代高校图书馆用户关系管理的几点思考:转变思想,建立文化营销机制;转变行为,建立与用户的长效强联系;打破业务壁垒,构建闭环式用户反馈流程;打破部门壁垒,保障专业的文化营销团队。In the new era of intelligent and high-quality development of artificial intelligence,we must face the challenge of the new environment of information service competition,tap the library's own advantages to maintain core competitiveness,and make customer relationship management a key resource.In order to uphold the concept of “user-centered”,academic libraries in the new era gain their own understanding and practical measures.Nanjing University Libraries take cultural marketing as the starting point and manage the way of customer relationship management with its own characteristics.The article uses the method of literature collection,data analysis,empirical research and so on.It introduces cultural marketing strategy planning,business process integration,team building etc.Four typical cases implemented by Nanjing University Libraries has been introduced.(1) The first one is a creative inspiration based on user information collections which is the sounds of the library,a series of uncivilized phenomena complained by customers were filmed into short stories.The video has been viewed more than 275,000 times.The uncivilized phenomenon was effectively controlled,and the theme song won the third place in the IFLA International Marketing Award,2024.(2) Three activities based on the long-term and strong connection of user knowledge contribution have attracted the deep participation of customers,who have established a sense of belonging to the library cultural brand,which formed a continuous cultural atmosphere jointly built by the library and customers.(3) The user interactive design of the cultural brand “NJU four small” has received more than 100,000 views on the WeChat.It continues to develop on the road of combining original hand-painting and promoting traditional Chinese culture.(4) The performance evaluation based on user feedback,the evaluation standards and incentive methods established by librarians encourage each other to learn quickly and form a healthy competitive atmosphere.The practice of Nanjing Un

关 键 词：用户关系 关系管理 关系营销 文化营销 南京大学图书馆 

分 类 号：G252[文化科学—图书馆学]