高校图书馆数字参考咨询服务的营销组合策略研究

Study on the Marketing Mix Strategy of Digital Reference Service in University Libraries

伴随着信息技术的飞速发展,高校图书馆的参考咨询服务正由传统的服务方式向数字参考咨询服务方式转变。由于商业性和非商业性咨询公司的竞争和挑战,其竞争态势正愈加激烈。面对如此严峻的形势,引入3Rs服务营销组合理论,针对现阶段高校图书馆DRS中存在的问题,从打造3Rs营销组合氛围、创建良好的3Rs营销组合实施前提和实施重点这3方面制定了高校图书馆DRS的3Rs服务营销组合策略。

Along with the fast development of information technology,the way of the traditional reference service in university libraries is transforming to the digital reference service.As a result of the commercial and the non-commercial consultant firm's competition and challenge,its competition situation is being more intense.Faced with so grim situation,the article introduces the 3Rs service marketing mix theory.For the problems of digital reference service in university libraries at this stage,the author has formulated the 3Rs service marketing mix strategy of DRS in university libraries from three aspects,in cluding creating the 3Rs marketing mix atmosphere,setting suitable implementation premises and targets of 3Rs marketing mix.