基于大市场营销理论视域下的图书馆学科服务探析

Abstract

Abstract:

Subject service is an innovative mode of university library service. This article researches and analyzes the current research progress of literature and the concrete practice of 985 colleges and universities of subject service. Combined with marketing theory,this paper analyzes each link of subject service,tries to introduce economic indicators and evaluation to the promotion of subject service,and puts forward the strategy of optimization subject service of library.

Key words: subject service, subject librarians, marketing, marketing theory

CLC Number:

G252.1

JIN Ling. Library Subject Service Promotion Based on the Big Market Marketing Theory[J].Library Research, 2017, 47(3): 64-68.

Figures/Tables 2

References 16

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		开展该服务的院校	所占比例
信息素养	教学服务	26	81.3%
参考咨询	智能化信息检索	13	38.2%
	动态信息发布	11	32.3%
	参考咨询	34	100%
	信息定制服务	13	38.2%
特色数据库	学科导航	25	73.5%
	机构知识库	18	52.9%
	自建资源库	25	73.5%

营销理论	商业模式	学科服务
产品(Product)	企业经营的实体物品或者虚拟的服务。	服务种类:信息素养、科研支持、决策支持、参考咨询、特色数据库等。
价格(Price)	产品的售价,主要取决于原材料、生产、人力等资源的消耗。	馆员组织活动产生的人力、物力,读者参与支付的时间成本。
分销(Place)	产品销售的网点、渠道、中间商及仓储运输	图书馆、学科馆员、检索系统、咨询系统
促销(Promotion)	产品销售的促销手段,如广告、营业推广、促销等。	服务主题新颖性、宣传方案、奖品、高科技技术等。
政策/政府(Police)	了解政治经济政策,利于推销产品,如经济形式,政治形式等。	把握国家大政方针和学校发展重点,争取职能部门的合作和支持。
公共关系(Public Relations)	在公共场合树立良好形象,如文化形象,产品品牌。	注重自身形象,跟读者在互动中赢得信任与关注,塑造学科服务品牌。

Library Subject Service Promotion Based on the Big Market Marketing Theory

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