伊普斯兰蒂区图书馆TALK营销项目及其启示

The Ypsilanti District Libraries’Marketing Project “TALK:Text and Learn for Kindergarten”and Its Enlightenment

采用案例研究的方法,深入分析伊普斯兰蒂区图书馆的TALK项目营销策略,总结出对我国公共图书馆开展营销和服务的启示:细分用户群体,制定营销战略;增强对外合作,拓宽营销渠道;重视用户反馈,评估营销效果;加强馆员培训,提升营销技能。

Using a case study approach,this paper provides an indepth analysis of the"Talk:Text and Learn for Kindergarten"project at the Ypsilanti District Library.Based on this case,the following are the inspirations for China's public libraries to develop marketing and services:segment user groups and develop marketing strategies;enhance external cooperation and broaden marketing channels;pay attention to user feedback and evaluate marketing effects;strengthen librarian training and improve marketing skills.