基于营销理论的“零借阅率”主题书展活动探究——以浙江财经大学图书馆为例

Exploration on “Zero Lending Rate” Theme Book Fair Based on Marketing Strategy——Taking the Library of Zhejiang University of Finance and Economics as an Example

基于高校图书馆文献资源的借阅现状,借鉴市场营销理论,以浙江财经大学图书馆"零借阅率"主题书展为例进行分析,制定了营销策略、成本策略、读者细分策略、广告策略与团队策略等,提出将市场营销理论与"零借阅率"主题书展相结合,从而提高主题书展活动的质量,并为图书推荐与导读活动的创新提供借鉴。

Based on the borrowing status of the literature resources in university library,learning from marketing theory,this paper analyzes the“zero lending rate”theme book fair of the Library of Zhejiang University of Finance and Economics,and formulates the marketing strategy,cost strategy,reader segmentation strategy,advertising strategy and team strategy,etc.Meanwhile,the paper puts forward the marketing theory combined with the“zero lending rate”theme book fair so as to improve the quality of thematic book fairs,and provides reference for the innovation of book recommendation and introduction.