基于7P营销理论的图书馆阅读推广服务研究

Research on Reading Promotion Service of Library Based on the 7Ps Marketing Theory

以7P营销理论为视角,结合相关案例,对7P理论各个层面进行分析。论述图书馆开展阅读推广服务营销时的7个关键影响因素,即:围绕馆藏结构和服务内容确定阅读推广活动的主题,读者成本是阅读推广活动策划的重要考虑要素,加强馆际之间的横向交流合作,挖掘更多阅读推广模式,阅读推广人的培养与选拔和展示与沟通相结合阅读推广活动。

From the perspective of 7Ps marketing theory,combing relevant cases,every aspects of 7Ps theory is analyzed.This essay discusses the 7 key influential factors of the service marketing of reading promotion in library,including theme of reading promotion activity based on book-stored structure and service content,cost of the reader,interlibrary communication and cooperation,promotion mode digging,cultivating and selecting of reading promoter as well as reading promotion activity combining display and communication.