基于精准营销的高校图书馆学科服务创新路径研究

Innovation Method for Subject Service of College Library Based on Precision Marketing Theory

目前我国高校图书馆学科服务普遍存在用户认可度低、学科服务同质化程度严重、学科服务的深度与广度不够等问题,这些问题的主要症结在于缺乏对用户进行精细分类进而提供目标精准的个性化服务。因此,在学科服务中引入精准营销理论,建立以用户数据库为中心的动态循环体系,通过对精准营销实践的分析和总结,利用数据挖掘对用户精准定位,实现针对不同细分用户群的服务定制化,提供符合用户真实需求的有价值的服务,增强用户黏性,是关系用户长久良性发展的重要因素,也是实现学科服务创新的必经之路。

The low level of users’ recognization,high- level of homogenization,and inadequate service depth and scale are generally existing problems for the subject service of China’s college library due to lack of precised users’ classification for providing precised personalized service. Therefore,the precision marketing theory is applied to building a users- centered dynamic cycle system. The customization service for users is realized for the different precision classified group through analysis of precision marketing practice and users’ precision positioning by data mining. As a result,useful service is provided,and users’ correlation with subject librarians is enhanced,which is both an important factor for a long- term virtuous development of users,and an indispensable way to realize the innovation of subject service.