高校数字图书馆资源服务的精准营销

发布时间：2018-06-12 02:31

本文选题：精准营销 + 数字图书馆　；参考：《西安电子科技大学》2014年硕士论文

【摘要】：在市场经济快速发展的环境下,在互联网通信技术和信息技术的推动下,在人们对信息的多样化和个性化需求的刺激下,高校数字图书馆也处于不断改革发展的进程中。由于大数据时代的到来,高校数字图书馆的信息量也呈爆炸式增长,使读者检索信息就像在大海捞针。此外由于谷歌等学术搜索引擎和信息咨询服务机构的快速发展,再加上他们对信息检索投入了大量资金,拥有专业技术高超的研发团队,不断提高读者的查准率,这是作为非营利组织的高校数字图书馆所无法比拟的。所以传统的大众化营销策略难以使高校数字图书馆准确把握读者需求,不利于其健康可持续发展。为了应对激烈的竞争压力,解决上述高校数字图书馆信息资源海量与读者个性化需求之间的矛盾,本文将精准营销理论移植到高校数字图书馆。把精准营销理论和高校数字图书馆资源服务相关理论紧密结合,构建了高校数字图书馆的精准营销体系,通过精准营销策略提高资源服务的利用率及用户满意度。本文首先提出了对高校数字图书馆资源服务的精准营销的理解,在精准营销理论的基础上对资源服务的市场特点及其精准营销与大众化营销的区别进行了分析,并对资源服务进行SWOT分析,以确定精准营销的战略类型;其次构建了高校数字图书馆资源服务的详细的精准营销体系,包含五个要素:明确的目标市场、精准的定位、个性化沟通系统、多样化渠道系统和用户增值服务体系,为精准营销策略的制定提供指导;再次,为验证该体系的有效性,以西安电子科技大学数字图书馆为例,提出了三条有针对性的策略:细分读者群体并精确定位、资源服务的一对一分销、跟踪分析用户反馈记录;最后设置调查问卷,通过问卷的对比分析评估精准营销策略的效果。结果表明高校数字图书馆资源服务的精准营销体系是可行的、有效的。
[Abstract]:Under the environment of rapid development of market economy, driven by Internet communication technology and information technology, and stimulated by people's diversified and individualized demand for information, the digital library of colleges and universities is also in the process of continuous reform and development. With the arrival of the big data era, the amount of information in the digital libraries of colleges and universities is also increasing explosively, which makes the retrieval of information by readers like looking for a needle in a haystack. In addition, because of the rapid development of academic search engines and information consulting services such as Google, and the fact that they have invested a lot of money in information retrieval, they have a professional and highly skilled research and development team to continuously improve the accuracy of readers. This is a non-profit organization of the university digital library can not be compared. Therefore, it is difficult for the traditional popular marketing strategy to make the digital library grasp the readers' needs accurately, which is not conducive to its healthy and sustainable development. In order to deal with the fierce competitive pressure and solve the contradiction between the huge information resources of the digital library and the personalized needs of readers, this paper transplanted the theory of precision marketing to the digital library of colleges and universities. Combining the theory of precision marketing with the theory of university digital library resource service, this paper constructs the precision marketing system of university digital library, and improves the utilization ratio of resource service and user satisfaction through precision marketing strategy. This paper first puts forward the understanding to the precise marketing of the resources service of the university digital library, and analyzes the market characteristics of the resource service and the difference between the precision marketing and the popular marketing on the basis of the precision marketing theory. And SWOT analysis of resource services to determine the strategic types of precision marketing. Secondly, the paper constructs a detailed precision marketing system of the resources service of university digital library, which contains five elements: clear target market, accurate positioning. Personalized communication system, diversified channel system and user value-added service system to provide guidance for the formulation of accurate marketing strategy; thirdly, to verify the effectiveness of the system, take the digital library of Xi'an University of Electronic Science and Technology as an example, Three targeted strategies are put forward: subdividing the readers and positioning accurately, distributing the resource service one-to-one, tracking and analyzing the user feedback record, and finally setting up a questionnaire to evaluate the effect of the precision marketing strategy through the comparative analysis of the questionnaire. The results show that the accurate marketing system of university digital library resource service is feasible and effective.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G250.76;G252

【参考文献】