摘要
基于营销学原理,运用新的数据资料,从新的视角对历届(2002—2020年)IFLA国际图书馆营销获奖项目进行全面的梳理与深入的分析。研究发现,获奖项目具有"营销方式与手段多样化"和"面向多元化的社会群体"两个显著特点。总结国际图书馆营销活动的四个趋势:一是运用设计思维设计营销活动,二是紧盯社区和读者需求,三是创新传统业务的营销方式,四是延伸图书馆服务和活动。
Based on the principle of marketing,using new data and new perspective,this paper comprehensively sorts out and analyzes the previous IFLA international library marketing award-winning projects(2002-2020). It is found that the winning projects are characterized by "diversified marketing methods and means" and "diversified social groups". It summarizes four trends of international library marketing activities:the first one is to design marketing activities with design thinking;the second is to focus on the needs of communities and readers;the third is to innovate the marketing methods of traditional business;the fourth is to extend library services and activities.
出处
《图书馆学研究》
CSSCI
北大核心
2021年第1期96-100,共5页
Research on Library Science
基金
云南师范大学博士科研启动项目“图书馆新媒体营销障碍及提升策略研究”(2019年)的研究成果之一。
