潜在读者与公共图书馆营销——从社会需求和全民阅读调查结果谈起

On the Potential Users and Public Library Marketing——Beginning with National Reading Surveys

图书馆的社会调查不能局限于对持证读者,也不能局限于人们表述出来的信息需求。很多人不了解、不会利用图书馆,而公共图书馆,仅依据现有读者的需求进行文献资源建设和服务设计,也不利于发展读者。图书馆必须让公众对图书馆及其资源与服务有全面的了解。可以借鉴市场营销的理念和方法,如细分读者、需求调查、根据具体需求进行资源建设,提供图书馆服务,注重资源和服务的营销。

Public libraries pay more and more attention to the investigating and studying of require- ments of their readers. This article points out that there are a lot of people don1 know much about libraries and never visit libraries, and if public libraries confine their resources and services within their existing readers, they will fail to fulfill their tasks perfectly, public library must acquaint the public with the missions, the information and the service of library. We can use some theories and methods of marketing for reference, such as reader subdivision, market research, providing services based on the research results, and emphasizing the marketing of library resources and services etc.