基于营销理念的高校图书馆数字参考咨询服务

文章论述了高校图书馆数字参考咨询部门引入营销的必要性,指出了影响数字参考咨询服务过程中营销实现的3个因素,并提出了营销动力模型。最后通过外部营销、内部营销和关系营销三方面提出了数字参考咨询服务的营销策略。

This article discusses the necessity of introducing the marketing theory into the digital reference service in university library, points out the 3 factors which affect whether marketing can be put into practice in the process of digital reference service, and proposes a motivation model for marketing. Finally, the article puts forward some marketing strategies for digital reference service from the perspectives of external marketing, internal marketing and relationship marketing.