战略规划中的公共图书馆营销

On Public Library Strategic Marketing Plans

在图书馆经费持续压缩的背景下,通过营销主动彰显价值对图书馆日益重要,应从战略规划高度予以重视。文章以公共图书馆以及图书馆专业组织的50份战略规划文本为对象,采用内容分析、案例分析和比较分析等研究方法,从整体和案例两个维度观察战略规划中图书馆营销的术语和内容两个层面的发展变化。所选案例包括发布3份以上战略规划的加拿大多伦多公共图书馆、中国台北市立图书馆、广州图书馆和美国公共图书馆协会。文章就面向"十四五"或2030的战略规划应如何考虑通过战略规划更好地布局和落实图书馆营销并实现其价值进行了探讨。

Against the current background of shrinking library funds,it is increasingly important for libraries to actively demonstrate their value through marketing;and it should be taken seriously at the height of strategic planning. This research is based on 50 strategic planning texts of public libraries and library professional organizations. Content analysis,case analysis and comparative analysis methods have been used to observe the development and changes of the terminologies and contents of library strategic marketing planning from general and case specific dimensions. Four institutions which have issued more than three strategic plans are selected for indepth analysis. They include Toronto Public Library,Chinese Taipei Public Library,Guangzhou Library,and the Public Library Association in the U.S. Finally,the paper discusses how to better layout and implement library marketing plans,and to realize their value through new strategic planning in the "Fourteenth Five-Year Plan" or year 2030.