在日常中超越平常:渗透式图书馆营销体系的构建

Beyond the Ordinary in Daily Life:The Construction of Infiltration Library Marketing System

文章基于“渗透营销/渗透式营销”的概念提出了“渗透式图书馆营销”的新理念,指出图书馆营销的核心目的是通过不同的手段,从用户的需求出发,让图书馆真正进入图书馆用户的社区与世界。在新理念的基础上,文章采用案例研究的方法梳理了相关的营销实践案例,进一步探讨实现渗透式图书馆营销的实践举措。

Based on the concept of"infiltration marketing",this paper proposes the concept of"infiltration library marketing",points out that the core purpose of library marketing is to make libraries truly enter the community and world of library users through different means and from the needs of users,and discusses the specific practices to realize infiltration library marketing.