利用数据挖掘对高校数字图书馆服务进行精准营销

Exact-marketing of University Digital Library with Data Mining

阐述了精准营销的概念与过程,提出了利用数据挖掘对高校数字图书馆服务进行精准营销的策略,包括细分读者群体并精确定位、电子资源及其服务的一对一分销、定期评估精准营销效果等。

This paper expounds the concept and process of exact-marketing, and puts forward some strategies for university digital library to carry out the exact-marketing by using the data mining, which include the subdivision and precise location of reader groups, the electronic resources and one-to-one distribution service,and the regular assessment of exact-marketing effects, etc.