近十年国外图书馆营销理论与实践进展及其启示

The Progress and Enlightenment of Foreign Library Marketing Theory and Practice in the Last Decade

[目的/意义]通过归纳总结近十年来国外图书馆界对于营销理论研究的进展以及业务实践中所取得的成功经验,为推动我国图书馆广泛开展营销推广工作提供借鉴和参考。[方法/过程]运用文献计量分析法,对近十年来国外图书馆营销理论研究相关论文的年份分布、主题、关键词进行分析,结合对高影响力文献的内容梳理,明确该研究领域的热点趋势及主要观点。开展网络调研,对近年来国际图书馆领域营销推广经典案例进行深入挖掘,归纳国外图书馆界在营销推广实践方面所取得的经验,总结近年来图书馆营销业务发展趋势特点。[结果/结论]营销推广业务的广泛开展必将促进图书馆角色功能的转变,有力推动知识传播,助力服务创新。我国图书馆营销事业发展前景广阔,应坚持一切以用户需求为中心,在科学合理的营销战略规划下,将品牌营销、整合营销、数字营销融会贯通,走出一条具有中国特色的图书馆服务创新之路.

[Purpose/significance]By summarizing the progress of foreign library field on the research of mar-keting theory and the valuable experience gained in professional practice in the past ten years,this paper provides reference for the promotion of extensive marketing and generalization by Chinese Libraries.[Method/process]U-sing the method of bibliometric analysis,this paper analyzed the annual distribution,topics,and keywords of relevant papers on foreign library marketing theory research in the past ten years.Meanwhile,combined with the content anal-ysis of high-impact literature,the hot spots and main views in this research field were clarified.Through network sur-veys,the classic cases of marketing and generalization in the international library field were deeply excavated in re-cent years.We summarized the experience gained by foreign library field in marketing and generalization practices,and concluded the features of the development trend of library marketing in recent years.[Result/conclusion]The extensive development of marketing and generalization work will definitely promote the transformation of the role of li-braries.It will also effectively stimulate the spread of knowledge and service innovation.Chinese library marketing career has broad development prospects,and it should insist on taking user demands as the center.Under scientific and reasonable marketing strategic planning,it will integrate brand marketing,integrated marketing and digital mar-keting,in order to find a new way of library service innovation with Chinese characteristics.