学科信息服务营销策略研究

A Research on Marketing Strategies for Subject Information Services

学科信息服务是高校图书馆功能的一种发展,适应了社会发展的需要。但是,目前国内很多高校图书馆的学科信息服务水平较低、形式有限,不能很好地满足学科信息用户的需求。为了实现学科信息服务的创新,高校图书馆应该在深入分析自身资源优势的基础上,通过用户市场细分、选择目标市场、进行市场定位的营销战略分析,设计出适合本图书馆的产品策略、价格策略、渠道策略、促销策略、人员策略、过程策略和环境策略。

Subject Information Service is an extension of the functions of the University libraries, which meets the needs of social development. However, many subject information services are still in lower level and limited forms, which couldn＇t meet the customers＇ needs very well. In order to achieve subject information service innovation, university libraries should do a lot. Firstly, they should make an in-depth analYsis of their own resources. Secondly, they should analyze marketing strategy, including market segmentation, target market selection and market positioning. Thirdly, they should design some appropriate marketing strategies, including the product strategy, pricing strategy, place strategy, promotion strategy, personnel strategy, process strategy, and physical evidence strategy.