新信息环境下的高校图书馆服务营销文化建设

Service Marketing Culture Construction of Academic Libraries in the New Information Environment

首先介绍服务营销文化的概念和高校图书馆构建服务营销文化的意义,然后讨论高校图书馆服务营销文化三个方面的建设内容:营销理念、服务形象和制度化体现。最后,从加强营销理论学习与培训、营销理念的外化、树立高校图书馆服务品牌意识三个方面提出服务营销文化建设的策略。

After introducing the concept of service marketing culture and the construction causes of academic libraries, the author discusses the construction contents from three aspects： marketing philosophy, service appearance and related systems. Finally the author puts forward the construction strategies of service marketing culture from three aspects： strengthening study and training of marketing theories, putting marketing philosophy into practice and establishing service brand awareness.