以体验营销理论为基础的新生入馆教育模式构建研究——以四川大学图书馆为例

Research on the Construction of Mode of Library Orientation for New Students Based on Experience Marketing Theory——A Case Study of Sichuan University Library in China

应用市场营销学的体验营销理论,对四川大学图书馆新生入馆教育模式及实施效果进行研究。首先从用户信息接受过程和体验营销在图书馆学领域的研究两方面证明该理论引入新生入馆教育具有可行性。在此基础上,根据新生的视、听、触觉等信息接收渠道,从前端体验主题或情境、中端六大核心要素以及后端七大关键成功因素,构建了体验营销理论为基础的新生入馆教育模式。实施结果显示,该模式可有效地从情感、思维和行为体验维度,激发新生参与兴趣,帮助高校图书馆达成新生入馆教育目标。

This article applies the experience marketing theory to explore the model of University Library’s orientation program for new students in south west China. It firstly proves that experience marketing is feasible in library’s orientation program for new students by considering the similarity of user information processing ways and the implementation of experience marketing theory in library and information science discipline. Then, this research proposed the model of library orientation for new students based on experience marketing theory base on its information processing channels such as seeing, hearing and touching channel. This mode consists of various experience situations in frontline, six core elements in middle position, and seven critical successful factors in back-end position. Lastly, the survey from new students shows that current library orientation model can better arouse their interest on training and help university library achieve the training goals. 1 fig. 3 tabs. 29 refs.