潜在情报用户及其转化问题研究

Research on Potential Information Users and the Transformation of Potential Users into Actual Users

本文从探讨潜在情报用户的含义、潜在情报用户与潜在情报需求的辩证关系出发 ,论述了潜在情报用户转化的实质是潜在情报需求的有效激发 ,并设计出潜在用户向现实用户转化的基本模型。针对于激发潜在情报需求的策略和方法 ,笔者借鉴市场营销学的基本原理 ,具体设计出情报需求细分与对症下药、消费心理与消费行为分析、品牌意识与品牌塑造、广告宣传与促销策略、免费提供与合理收费等多种解决方案。

This article explores the meanings of potential information users,the dialectical relations between potential information users and potential demand for information.It argues that the essence of the transformation of potential information users is the effective motivation of potential demand for information.The basic model on the transformation of potential users into actual users is constructed.In connection with the tactics and means of motivating potential demand for information,the author borrows basic principles from marketing and puts forward many solutions such as segmentation of the demand for information and suiting the remedy to the case,analysis of customer psychology and customer behavior,awareness of brand image and brand image building,tactics of advertising,publicizing and promotion,free provision vs.reasonable fee collection.