图书馆营销文本重新建构的思考

Thinking on Reconstructing Library Marketing Text

高校图书馆营销概念是从市场营销理论借用而来。分析图书馆营销文本表现的特点,指出图书馆营销文本在图书馆实际服务运用中存在不足之处。提出重新认识和建构图书馆营销文本,主张变传统图书馆营销的科学文本表达方式为叙事文本表达方式。给出图书馆营销文本建构路径,最后以图书馆文学和图书馆微电影为例进一步阐释图书馆营销叙事文本的重要意义。

The concept of university library marketing is borrowed from the theory of marketing. This paper analyzes the characteristics of library marketing text and points out some shortcomings in the actual service application of library marketing text. Then, this paper proposes to re -recognize and construct the library marketing text and ad- vocates changing traditional scientific text expression method of library marketing into narrative text expression meth- od. In addition, this paper presents the way of constructing library marketing text, and finally takes library literature and library microfilm as an example to further explain the significance of marketing narrative text in libraries.