关系营销视角下大学图书馆读者服务工作的创新和实践——例析南京工业大学图书馆读者服务工作

The Innovation and Practice of the reader service of Libraryin the Perspective of relationship marketing —Taking the Work of Reader Service of Nanjing University of Technology as an Example

关系营销是市场营销学方面的一个重要概念。大学图书馆借鉴关系营销理论可以指导读者服务工作的创新和实践。南京工业大学图书馆开展读者服务工作时,创建关系营销模型,在此基础上重点处理好与读者关系、图书馆内部关系、与校外机构关系、与学校院系部门关系、与学校职能部门关系,以及与资源供应商关系等6类关系,并从组织设计、资源配置和文化整合3方面实施具体的营销活动。

Relationship marketing is an important concept of marketing science and can be use for reference to reader service of university library.Developing the work of reader service,Library of Nanjing University of Technology firstly builds a model of relationship marketing.Then,library straightens out various kinds of relationship marketing.At last,library concretes implementation from organization design,resource allocation and cultural integration.