图书馆营销视野下的志愿者服务体系构建

Volunteer Service System Construction in the View of Library Marketing

文章试图以营销视野讨论和提出图书馆志愿服务困境的解决途径。从志愿者工作是可量化的,并且它关系到图书馆"对外关系"的构建两个方面,阐述将志愿者服务引入图书馆营销体系的必要性。其后通过IFLA图书馆国际营销奖的获奖案例从发挥志愿者创意、挖掘志愿者资源优势和构建长期营销规划三个方面讨论如何具体实施这一工作。在文章的最后进一步提出,需要从营销的角度来理解志愿服务的实际内涵。

This article tries to find the solution from the angle of library marketing. Volunteer work is quantifiable and related to libraries＇ external relations, which becomes the reason that volunteer service should be a part of marketing system. Author also discusses how to do volunteer work in the view of marketing by using examples of IFLA International Marketing Award from three aspects ： keeping the volunteer creative, exploiting their advantages and building up long -term marketing plan. 9 refs.