我国中部地区县区图书馆营销影响因素研究

Research on Influencing Factors of Marketing of County Libraries in Midwest China

县区图书馆营销是向该类图书馆目标用户群体宣传服务项目、吸引用户利用图书馆的一项活动,营销效果直接影响用户的访问量、使用效率和图书馆目标的达成度。文章选取中部地区县区图书馆为样本,基于信息学和营销学理论,构建该类图书馆营销影响因素结构模型,调查界定区域的图书馆,基于回收有效样本验证模型,结果显示,县区图书馆营销影响较大的因素有营销资源、营销策略设计、用户维持、图书馆服务质量。

Marketing of county libraries is an activity to publicize service projects to the target user groups and attract users to use libraries. The marketing effect directly affects users’ access, use efficiency and target acquisition of libraries. The paper selects county libraries in Midwest China as samples, constructs the structural model of influencing factors of marketing in such libraries on basis of the theories of informatics and marketing, investigates the libraries within the areas, and verifies the model based on the collected valid samples. The results show that the factors influencing marketing of county libraries include marketing resources, marketing strategy design, user maintenance and library service quality.