基于内部营销理论的图书馆管理策略探析

引入内部营销理论,对馆员进行调研,了解馆员需求,细分馆员,构建有利于内部营销的图书馆文化,运用4Ps营销策略组合、激励、培训等手段来提高馆员的满意度,促进图书馆管理目标的实现。文章在简述内部营销理论的基础上,探讨高职图书馆管理的路径和步骤。

Introducing internal-marketing theory can research librarians, grasp librarians＇ needs and career development, construct internal-marketing library culture. By using the combination of 4Ps marketing strategy, motivation, training, it can satisfy librarians and can realize the goal of library management. This paper simply narratives the internal-marketing theory, and discusses the steps of carrying out library management with the application of internal marketing theory.