江苏省公共图书馆营销管理调查与分析

Investigation and Analysis on Marketing Management of Public Libraries in Jiangsu Province

公共图书馆需要正视面临的挑战,引进面向用户的营销理念来获取用户的信赖与支持,通过营销管理塑造形象,实现其社会价值。文章采用网络调查法、访谈法、比较研究法等研究方法,对江苏省公共图书馆营销管理进行调查与分析。为了提高调查研究的信度与效度,文章采取网络调查、基础调查、深度调查、延伸调查四维一体的调查方法,以求多维度、多层次、多方位进行调查与分析,并在此基础上总结江苏省公共图书馆营销管理的经验与问题,提出完善公共图书馆营销管理机制的建议。

Public libraries need to face the challenges, introduce the user-oriented marketing idea to obtain the user＇ s trust and support, shape the image through marketing management and to achieve its social value. The paper uses the webbased survey, interview method, comparative studies and other research methods, to investigate and analyze marketing management of public libraries in Jiangsu Province. The paper takes four-dimensional investigation methods, including online survey, basic survey, depth investigation and extended investigation, to pursue multi-dimensional, multi-level, multi-faceted investigation and analysis and to improve the reliability and validity of the research. On the basis of the analysis, it summed up the experience of marketing management of public libraries in Jiangsu Province, and put forward a sound proposal about marketing management mechanism of public libraries.