基于用户视角的高校图书馆营销媒体研究

发布时间：2018-02-28 16:26

本文关键词： 用户高校图书馆营销媒体　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着通信技术的发展以及智能手机的普及,越来越多的新技术和新方法应用到了各机构的营销中来。为了更好的服务师生,将自身的资源营销出去,高校图书馆就营销媒体的选择方面也进行了一些积极的尝试,海报、图书馆网站、微信等已经成为很多高校图书馆的选择。实际上高校图书馆与其用户之间仍然存在严重的信息不对称,用户并不能准确及时的从图书馆获取自己所需的信息。很重要的一个原因是高校图书馆没有很好的站在用户的角度去选择和运营相关的媒体。本文以山东大学图书馆为例,基于用户视角展开调研。本研究将高校图书馆的营销媒体分为现有营销媒体和创新媒体两部分,现有营销媒体方面研究以海报为代表的传统媒体、以图书馆网站为代表的传统网络媒体和以微信公众账号为代表的新媒体三个方面。调研的过程中一方面采用问卷调查法就用户对高校图书馆现有营销媒体的使用和偏好情况、对创新媒体的种类的偏好情况进行调研,了解用户对高校图书馆现有营销媒体的使用和偏好情况以及对于媒体创新的态度;另一方面采用访谈法对山东大学图书馆负责媒体运营的馆员进行访谈,了解高校图书馆营销媒体在运营过程中对用户的考虑情况。通过对供需双方进行差异性分析,发现高校图书馆对用户的重视程度不够,对用户对高校图书馆现有营销媒体的使用情况缺乏了解,与用户偏好方面存在差异,在媒体创新方面图书馆与用用户在一定程度上表现出了一致性。本文在调研的基础上,建议高校图书馆:成立专门的媒体运营团队;注重用户调研;媒体运营过程中在细节上注重用户习惯和偏好;积极进行媒体创新,从而更好的满足用户的信息需求,改善高校图书馆的营销现状。
[Abstract]:With the development of communication technology and the popularity of smart phones, more and more new technologies and methods have been applied to the marketing of institutions. In order to better serve teachers and students, they have to market their own resources. University libraries have also made some positive attempts on the choice of marketing media, posters, library websites, WeChat has become the choice of many university libraries. In fact, there are still serious information asymmetries between university libraries and their users. Users can not get the information they need from the library accurately and timely. One of the important reasons is that the university library is not very good at choosing and operating the media from the user's point of view. This paper takes Shandong University Library as an example. This study divides the marketing media of university library into two parts: the existing marketing media and the innovative media. The traditional network media represented by the library website and the new media represented by the WeChat public account number are three aspects. On the one hand, questionnaires are used to investigate the use and preference of users to the existing marketing media of university libraries. To investigate the types of innovative media preference, to understand the use and preference of the existing marketing media of university library and the attitude towards media innovation; On the other hand, the author uses the interview method to interview the librarians in charge of the media operation of Shandong University Library, to understand the consideration of the users in the marketing media of the university library. Through the analysis of the difference between supply and demand, It is found that the university library does not pay enough attention to the users, and lacks understanding of the use of the existing marketing media of the university libraries, which is different from the users' preferences. In the aspect of media innovation, libraries and users show consistency to a certain extent. Based on the investigation, this paper suggests that university libraries should set up special media operation team, pay attention to user investigation and research. In the process of media operation, we pay attention to the user's habits and preferences in detail, actively carry out media innovation, so as to better meet the information needs of users and improve the marketing situation of university libraries.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G258.6

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