学术型图书馆联盟知识服务营销的探索与实践——以开世览文(CASHL)知识服务营销为例

Exploration and Practice of Knowledge Service Marketing of Academic Library Consortium——A Case Study of CASHL Knowledge Service Marketing

以CASHL设计开发的"特藏++"项目、"名师讲堂"和微信知识服务专栏这三个知识服务产品为例,探讨CASHL知识服务营销在设计营销产品、组织营销主体及选择营销平台这三个方面的特点,提出学术型图书馆联盟在进行知识服务营销时,应围绕知识获取的效率与场景设计知识服务产品、充分挖掘联盟各方力量组织营销主体、考虑多平台和富媒体的知识交付方式,以及重视营销活动的可持续性发展。

CASHL knowledge service 'Special Collection + +', 'Famous Teacher Forum'and 'WeC hat Knowledge Service Column'are taken as examples to discuss its characteristics in marketing product designing,marketing subject organizing and marketing platform selecting. It is proposed that in terms of knowledge service marketing,academic library consortium should focus on efficiency and scenarios of knowledge acquisition when designing knowledge service products,fully tap member potentials in marketing subject organizing,steer knowledge delivery modes of multiple platforms and rich media and attach importance to marketing sustainability.