阅读推广视域下的图书馆营销变革研究

Research on Library Marketing Development from the Perspective of Reading Promotion

文章通过文献分析法,理顺图书馆营销发展脉络并揭示图书馆营销的基础概念,分析阅读推广与图书馆营销存在的理论差异及相互联系,并在阅读推广的视角下,找出图书馆营销在图书馆应用的不足之处,提出图书馆营销的三个变革方向,包括主动营销、关注特殊人群以及运用营销理论优势弥补图书馆不足。

Through literature analysis,this paper straightens out the development sequence of library marketing,reveals the basic concepts of library marketing,analyzes the theoretical differences and interrelations between reading promotion and library marketing,finds out the shortcomings of library marketing in the perspective of reading promotion,and puts forward three reform directions of library marketing,including active marketing paying,attention to special people and the use of marketing theory to make up for the lack of libraries.