洛杉矶公共图书馆营销策略研究

Research on the Marketing Strategy of Los Angeles Public Library

公共图书馆营销在美国已经被广泛接受并实施。洛杉矶公共图书馆的营销策略为:借助民间组织扩大宣传;与地方媒体紧密合作;积极吸引公众参与图书馆服务;制作多样化的宣传材料;利用明星进行图书馆营销;积极利用读者的反馈。其给我国公共图书馆营销带来了几点启示:重视图书馆公共关系的管理;积极利用新闻媒体和社交网络;重视宣传效果的评估反馈。

The marketing of the public library in USA has been widely accepted and implemented. Marking strategies of Los Angeles Public Library are： drawing support from folk organJzations to expand the publJcJty; cooperating closely with the local media; actively attracting the public participation in the library service; making diversified publicity materials; using the star to make the library marking; using the feedback of the reader actively. It brings some enlightenments for the marketing of the public library in our country： paying attention to the management of public relations of the library; using the news media and social networks actively; paying attention to the evaluating feedback of the propaganda effect.