高校图书馆的营销策略研究

发布时间：2018-04-09 09:04

本文选题：图书馆营销　切入点：品牌营销　出处：《广西民族大学》2012年硕士论文

【摘要】：在知识经济时代，信息成为了人类社会三大资源之一，社会大众对信息、知识的需求也越来越多，这无疑是高校图书馆发挥实力，一展风采的大好时机。另外，在日益激烈的市场竞争和快速发展的信息技术环境下，高校图书馆的生产状态和运行机制都受到了巨大的挑战和冲击。不仅互联网的迅猛发展促使人们热衷于网络搜索引擎查找信息资源，信息产业的快速发展也使得高校图书馆的竞争对手——各类信息机构如雨后春笋般涌现。因此，高校图书馆需要一种新的理念来突破困境，图书馆营销也就应运而生。高校图书馆运用营销的技术和方法，宣传推广馆藏资源和服务，从而扩大影响力。从高校图书馆的特定使命和角色出发，运用SWOT方法分析高校图书馆的营销情况，总结出我国高校图书馆的营销现状，提出高校图书馆的营销步骤，并结合市场营销的4P策略，对高校图书馆营销提出建议，并分析国内外的高校图书馆营销案例，希望高校图书馆提升形象，保持并提高社会地位，，创出强而有力的信息品牌，为图书馆事业的发展贡献一份力量。
[Abstract]:In the era of knowledge economy, information has become one of the three resources of human society, and the demand for information and knowledge is increasing, which is undoubtedly a good opportunity for university libraries to display their strength and show off their style.In addition, under the increasingly fierce market competition and the rapid development of information technology, the production status and operation mechanism of university library have been greatly challenged and impacted.Not only the rapid development of the Internet urges people to be keen on searching for information resources by network search engines, but also the rapid development of information industry has made the competition of university libraries-all kinds of information institutions springing up.Therefore, university library needs a new idea to break through the predicament, and library marketing emerges as the times require.University libraries use marketing techniques and methods to publicize and popularize resources and services in order to expand their influence.Based on the specific mission and role of university library, this paper analyzes the marketing situation of university library by using SWOT method, summarizes the marketing situation of university library in our country, puts forward the marketing steps of university library, and combines the 4p strategy of marketing.This paper puts forward some suggestions on the marketing of university library, and analyzes the marketing cases of university library at home and abroad, hoping that the university library can enhance its image, maintain and improve its social status, and create a strong and powerful information brand.Contribute to the development of library.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G258.6

【引证文献】