两级传播理论下图书馆用户关系管理实践探赜  

Exploring the Practice of Library User Relationship Management Under the Theory of Two-Step Flow of Communication

作　　者：宋灵超 樊振佳 李诗苗[1] 石乃月 朱佳寅[1] SONG Lingchao;FAN Zhenjia;LI Shimiao;SHI Naiyue;ZHU Jiayin

机构地区：[1]南开大学图书馆,天津300350 [2]南开大学商学院信息资源管理系,天津300071

出　　处：《大学图书馆学报》2024年第5期46-54,共9页Journal of Academic Libraries

基　　金：天津市普通高等学校本科教学改革与质量建设研究计划重点项目“面向未来学习中心的文献信息资源服务体系融入教育教学改革研究与实践”(编号:A231005504);南开大学亚洲研究中心资助项目“‘新文科’背景下高校图书馆科研数据治理路径研究”(编号:AS2207)的研究成果之一。

摘　　要：在“以用户为中心”的服务理念指引下,图书馆用户关系管理工作成为推动图书馆治理现代化的重要组成部分。文章引入两级传播理论构建图书馆用户关系管理框架,通过挖掘与培养用户中的意见领袖,打造用户深度参与式的图书馆服务发展理念,形成用户自驱动的图书馆服务发展模式,明确图书馆管理与意见领袖、用户之间关系的核心准则。以南开大学图书馆开展的阅读推广服务实践为典型场景,展示框架在图书馆服务中的应用方法,思考两级传播理论为图书馆用户关系管理工作带来的转变,以期为其他图书馆用户关系管理工作的开展提供参考。Under the guidance of the user-centered service concept,user relationship management has become an important component in promoting the modernization of library governance.The Theory of Two-Step Flow of Communication emphasizes the important role played by Opinion Leaders in the process of mass communication,bringing new perspective to the management of library-user relations in the new era.However,existing research lacks in-depth analysis of the methods for managing the relationship between libraries and Opinion Leaders in information dissemination.This article aims to construct a user relationship management framework based on the Theory of Two-Step Flow of Communication and Customer Relationship Management to build an information dissemination model among the library,Opinion Leaders and the users.The framework is divided into the inner layer and the outer layer.The inner layer focuses on building a library service information dissemination model based on the Theory of Two-Step Flow of Communication,defining the roles of the libraries,Opinion Leaders and the users in information dissemination process,The outer layer focuses on user relationship management,analyzing the relationship between the library,Opinion Leaders and the users.To verify the feasibility of the framework,this article took the Nankai University Library as an example to demonstrate the practice of the library-user relationship management framework driven by Theory of Two-Step Flow of Communication from two perspectives:reading promotion and user relationship management.By demonstrating the feasibility of the Theory of Two-Step Flow of Communication in user relationship management framework,it provided reference for user relationship management for other libraries.It also proposed a reflection on user relationship management in academic libraries,including optimizing the roles of libraries and users in information dissemination,providing guarantee for user services,strengthening user relationship management,implementing the user-centered concept

关 键 词：两级传播理论 图书馆 阅读推广 用户关系管理 

分 类 号：G251[文化科学—图书馆学]