图书馆共建共享联盟服务营销的探索与实践——以CASHL为案例的研究

Marketing Exploring and Practice of Library Resource-sharing Consortium——A Case Study of CASHL

以营销组合理论为基础,以中国高校人文社会科学文献中心(CASHL)的服务营销为案例,通过对CASHL营销活动的分析,总结图书馆文献资源共建共享体系开展服务营销时需要注意的7个关键影响因素,即:用户市场调研与市场细分、特定的信息产品与品牌服务、低廉的价格、金字塔形的用户培育、顺畅的渠道、公共关系管理和营销效果评估。以期为其他文献信息服务机构提供参考借鉴。

Based on the marketing mix theory, this paper studies on the case of China Academic Social Sciences ＆ Humanities Library （CASHL）. Through deep analysis on its marketing practices, the author summarizes seven key factors on the marketing success of library resource-sharing consortium： patron market probing and partitioning, specific information product and qualified service, low price, pyramid-structured patron cultivation, fluent channel, public relation management and marketing effect evaluation. This case study could be a reference for other document or information service organizations.