试论公共图书馆与实体书店融合发展中的战略营销管理

Strategic Marketing Management in the Integration of Public Library and Bookstore

馆店融合发展成为图书馆事业中的一种重要发展趋势,是政府、社会、居民和书店主办者多方共赢的策略,两者在融合发展中战略营销管理合作具有必然性与可行性。针对目前发展中面临的问题,提出需要注意明确营销定位、建立长期的营销合作伙伴联盟、营销成本分摊及产生后续收益的组成及分配、组织文化发展及志愿者群体在战略营销管理中的作用与地位等战略营销设计中的对策与建议。

The integration of library and store has become an important development trend in library industry.It is necessary and feasible for them to cooperate in strategic marketing management.It is a win-win strategy for the government,society,residents and book store organizers.In view of the current problems in development,some countermeasures and suggestions in strategic marketing design are put forward,such as the need to pay attention to clear marketing positioning,the establishment of long-term marketing partner alliance,the composition and distribution of marketing cost sharing and subsequent income,the development of organizational culture and the role and position of volunteer groups in strategic marketing management.