加拿大高校图书馆营销启示

The Enlightenment of University Library Marketing in Canada

从2002年IFLA营销奖设立至今获奖的图书馆中有10所来自加拿大,它是图书馆营销活动的引领者和积极践行者。文章采用网络调查和内容分析法,选取了加拿大15所高校图书馆的优秀营销案例进行分析,总结出以下特点:营销部门制定详细的营销计划;重视读者需求反馈;社交媒体工具多样化;活动形式新颖;注重机构合作。我国高校图书馆结合自身情况,从中得到高校图书馆营销的启示。包括:设立专业营销管理部门;精准分析读者需求;塑造特色服务品牌;重视新媒体营销平台;加强组织机构间的合作。

Ten of the libraries that have won the IFLA Marketing Award since its establishment in 2002 are from Canada.They are the leaders and active practitioners of library marketing activities.This article adopts the network survey and content analysis method to select the excellent marketing cases of 15 Canadian university libraries,and summarizes the following characteristics:the marketing department makes detailed marketing plans;libraries pay attention to readers’needs feedback;social media tools are diversified;the forms of activities are novel;and institutional cooperation is emphasized.According to the situation of university libraries in our country,we can get some enlightenment from the marketing of Canadian university libraries,including:the establishment of professional marketing management departments;accurate analysis of reader needs;shaping characteristic service brands;attaching importance to new media marketing platform;and strengthening cooperation between organizations.