河南职业技术学院图书馆服务营销策略

发布时间：2018-01-23 13:27

本文关键词： 服务营销河南职业技术学院图书馆策略　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着社会经济和电子信息技术的发展,图书市场的繁荣,读者可选择使用的阅读工具也越来越多样化,从单一的纸质图书扩展到多种多样的设备终端,读者的阅读需求也有了很大的变化。这些改变给传统的图书馆行业带来了机遇,也带来了挑战。这也是国内大多数高校图书馆共同面临的问题,如何与时俱进,做好服务营销,充分发挥图书馆的职能,满足web2.0时代高校在校生的阅读需求,是每一个高校需要解决的问题。河南职业技术学院图书馆在发展过程中,采取了开展读书月活动、优化图书馆阅览环境、引进超星移动图书馆终端设备、初步建立图书馆微博微信公众服务平台等一系列措施来为在校师生提供更好的服务,吸引更多的读者,使得图书馆的现有资源得到最大程度的运用。但与此同时,依然存在一些问题,制约着河南职业技术学院图书馆的进一步发展。论文通过问卷调查的方式对河南职业技术学院图书馆馆员和在校读者进行了调查,对馆员的问卷内容主要包括了对图书馆以及馆员的营销意识以及馆员对自身工作环境的满意程度等；对在校读者的问卷内容主要包括对目前图书馆服务和图书馆硬件资源的满意程度,以及和馆员的互动情况等等。通过对回收的有效问卷进行数据总结和分析,得出了河南职业技术学院图书馆存在着服务产品质量低、缺乏服务营销理念、缺乏沟通渠道、推广策略不完善、馆员满意度低的问题。缺乏服务营销管理制度、服务营销专业人才缺失、缺乏馆员激励是问题产生的主要原因。针对存在的问题,结合河南职业技术学院图书馆的实际情况,论文提出了开展微博、微信服务；加快数字信息化图书馆2.0进度；优化图书馆有形服务环境；增加与读者沟通的渠道；拓展与外部的高校和的企业合作；提升馆员服务营销能力等一系列服务营销措施来完善目前河南职业技术学院图书馆服务营销的不足之处。
[Abstract]:In recent years, with the development of social economy and electronic information technology, and the prosperity of the book market, readers can choose to use more and more diversified reading tools, from a single paper books to a variety of equipment terminals. Readers' reading needs have also changed greatly. These changes have brought both opportunities and challenges to the traditional library industry. This is also a common problem faced by most university libraries in China, and how to keep pace with the times. Do a good job of service marketing, give full play to the functions of the library, to meet the reading needs of college students in the web2.0 era. In the process of development, the library of Henan Vocational and Technical College has adopted the activities of reading month, optimizing the reading environment of the library, and introducing the terminal equipment of the super satellite mobile library. A series of measures such as the establishment of the Weibo WeChat Public Service platform to provide better service for teachers and students and to attract more readers. At the same time, there are still some problems. It restricts the further development of the library of Henan Vocational and Technical College. This paper investigates the librarians and readers of Henan Vocational and Technical College by means of questionnaire survey. The contents of the questionnaire for librarians include the marketing consciousness of libraries and librarians and the satisfaction of librarians with their working environment. The contents of the questionnaire mainly include the satisfaction of the library service and the library hardware resources, and the interaction with the librarians, etc. Through the data summary and analysis of the valid questionnaires. It is concluded that the library of Henan Vocational and Technical College has the problems of low quality of service products, lack of service marketing concept, lack of communication channels, imperfect promotion strategy, low satisfaction of librarians, and lack of service marketing management system. The lack of talents in service marketing and lack of librarian motivation are the main causes of the problem. According to the existing problems and the actual situation of the library of Henan Vocational and Technical College, the paper puts forward the development of Weibo, WeChat service; Accelerate the progress of digital information library 2.0; Optimize the physical service environment of library; Increasing channels of communication with readers; Expand cooperation with external universities and enterprises; To improve the service marketing ability of librarians and a series of service marketing measures to improve the current Henan Vocational and Technical College library service marketing deficiencies.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G258.6;G252-F

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