基于精准营销的高校图书馆学科服务创新路径研究
发布时间：2018-08-27 15:44
【摘要】：目前我国高校图书馆学科服务普遍存在用户认可度低、学科服务同质化程度严重、学科服务的深度与广度不够等问题,这些问题的主要症结在于缺乏对用户进行精细分类进而提供目标精准的个性化服务。因此,在学科服务中引入精准营销理论,建立以用户数据库为中心的动态循环体系,通过对精准营销实践的分析和总结,利用数据挖掘对用户精准定位,实现针对不同细分用户群的服务定制化,提供符合用户真实需求的有价值的服务,增强用户黏性,是关系用户长久良性发展的重要因素,也是实现学科服务创新的必经之路。
[Abstract]:At present, there are many problems in the subject service of university library in China, such as low user recognition, serious homogenization of subject service, insufficient depth and breadth of subject service, etc. The main sticking point of these problems lies in the lack of precise and personalized service for users. Therefore, the theory of precision marketing is introduced into the subject service, and the dynamic circulation system centered on the user database is established. Through the analysis and summary of the precision marketing practice, the accurate positioning of the user is made by data mining. To realize the customization of service for different segments of user groups, to provide valuable services that meet the real needs of users, and to enhance user stickiness are important factors related to the long-term benign development of users, and are also the only way to realize the innovation of subject services.
【作者单位】： 西安科技大学图书馆;西北大学公共管理学院;
【基金】：陕西省教育厅专项基金“基于用户需求的高校图书馆嵌入式学科服务与实证研究(项目编号:15JK1452)” 西安科技大学图书馆创新项目“基于知识管理软件的学科服务对接科研团队研究(项目编号:TSGJJ1504)”研究成果之一
【分类号】：G252;G258.6
本文编号：2207722
[Abstract]:At present, there are many problems in the subject service of university library in China, such as low user recognition, serious homogenization of subject service, insufficient depth and breadth of subject service, etc. The main sticking point of these problems lies in the lack of precise and personalized service for users. Therefore, the theory of precision marketing is introduced into the subject service, and the dynamic circulation system centered on the user database is established. Through the analysis and summary of the precision marketing practice, the accurate positioning of the user is made by data mining. To realize the customization of service for different segments of user groups, to provide valuable services that meet the real needs of users, and to enhance user stickiness are important factors related to the long-term benign development of users, and are also the only way to realize the innovation of subject services.
【作者单位】： 西安科技大学图书馆;西北大学公共管理学院;
【基金】：陕西省教育厅专项基金“基于用户需求的高校图书馆嵌入式学科服务与实证研究(项目编号:15JK1452)” 西安科技大学图书馆创新项目“基于知识管理软件的学科服务对接科研团队研究(项目编号:TSGJJ1504)”研究成果之一
【分类号】：G252;G258.6
【相似文献】
相关期刊论文 前2条
1 刘晓建;;精准营销与图书馆品牌创建[J];攀登;2010年05期
2 ;[J];;年期
相关会议论文 前1条
1 李莘;宁岩;李纪;;学科服务的精准营销[A];图书馆联盟建设与发展[C];2012年
，本文编号：2207722
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2207722.html
