图书馆开放存取资源的利用与信息营销策略

Information Marketing Strategy for Libraries to Promote Open Access Resources

开放存取(OA)资源是一种新生事物,虽然很多图书馆已经在整合利用这类资源,但其并不为大部分读者所认识及接受。本文首先简单介绍开放存取资源和信息营销的定义,指出目前图书馆信息营销的现状及引入信息营销对图书馆推广利用OA资源的意义;然后,逐一介绍重视培训、目标营销、体验营销、合作营销、营销沟通等策略在OA资源推广中的应用。最后,本文还以一些图书馆为例,介绍了他们在推广OA资源过程中的具体措施。

Open Access（OA） resources are newly emerging things,although many libraries have been making use of them,but only a few readers know and use them.This paper pointes out the definition of information marketing OA.It also describes the importance of information marketing for libraries to promote OA resource.Then,this paper introduces some strategies to promote OA-resource applications,such as emphasis on training,target marketing,experience marketing,co-marketing marketing and communication strategy.Finally,this article takes libraries as examples,explain how it works in promoting OA resources.