国外高校图书馆服务营销研究现状及启示

The Research Status and Enlightenment of the Service Marketing of Academic Libraries at Abroad

近年来高校图书馆服务营销的研究成果越来越多,文章通过梳理国外高校图书馆服务营销理论与实践现状,将国外高校图书馆服务营销研究近40多年来的发展分为导入、深化、发展和成熟4个阶段,同时还归纳出其理论研究较成熟、实践与案例研究覆盖面广、多采用实证性研究方法等特点。在此基础上,文章认为国内高校图书馆服务营销活动应借鉴国外同行经验,重视图书馆服务营销管理工作、加强图书馆服务营销保障机制建设、利用各种媒介手段、加大与同行交流等。

In recent years the research results of academic library service marketing have been gradually increased. By analyzing the theory and practice of the service marketing of academic library at abroad, the paper divides the research results into four stages： import, deepening, development and maturity; finds the studies have the characteristics as mature in theoretic research, wide coverage of practical and case study, and more empirical research methods. On this basis, the paper thinks that academic library service marketing in China should draw on foreign experience, pay attention to the library service marketing management, strengthen guarantee mechanism, utilize all kinds of media means and increase the communication with peers.