英国威尔士公共图书馆营销战略分析与启示

Analysis and Enlightenment of the Marketing Strategy of the Welsh Public Library in Britain

英国威尔士公共图书馆提出了7Ps营销理念,并对其未来的重点任务作出如下规划:加强读者开发;提升读者数据库质量;培训员工及鼓励员工之间的营销竞争;最大化地使用社会媒介进行营销;促使图书馆与博物馆、档案馆协同工作以及增加高校图书馆在市场营销中的参与度等。鉴于此,我国公共图书馆营销应注重以下几个方面:成立专职营销机构;改变管理意识;让营销更具战略性;做好读者开发工作。

The Welsh public library in Britain has proposed the 7Ps marketing idea and has made following plans its key tasks in the future： strengthening the development of readers; enhancing the quality of the reader database; training librarians and encouraging the marketing competition among librarians; using the social media maximally; impelling the library work to cooperate with the museum and the archive; increasing the degree of the participation of the university library in the marketing, and so on. In view of this, the marketing of the public library in China should pay attention to following aspects： establishing the professional marketing agency; changing the management consciousness; making the marketing more strategic; and do a good job for the reader development.