基于5R的高校图书馆“迎新季”营销推广模式研究——以东北师范大学图书馆为例

发布时间：2018-06-24 02:49

本文选题：R + 营销　；参考：《图书情报工作》2017年04期

【摘要】：[目的 /意义]分析高校图书馆在新生入学时开展的营销推广活动,提高图书馆资源利用率,建立读者与图书馆之间的长期稳定的互动关系。[方法 /过程]引入5R营销理论,采用网站调研和对比分析法,总结"985工程"高校图书馆的"迎新季"推广活动经验,以东北师范大学图书馆2016年的主题迎新营销推广活动为例,采用数据统计和实证法,对营销推广活动的效果进行分析,探索高校图书馆"迎新季"营销推广新模式。[结果/结论]在新媒体环境下,高校图书馆推出多种具有针对性的主题营销推广活动,"迎新季"营销推广活动就是高校图书馆读者服务新的尝试与探索,东北师范大学图书馆馆员针对"迎新季"营销推广活动中产生的问题,提出相应的解决办法,为高校图书馆进一步开展个性化、丰富多彩的营销推广活动提供参考与借鉴。
[Abstract]:The purpose / significance of this paper is to analyze the marketing and extension activities carried out by university libraries when they enter the university, to improve the utilization rate of library resources, and to establish a long-term and stable interaction between readers and libraries. [method / process] introducing 5R marketing theory, using website investigation and comparative analysis, summing up the experience of "welcoming New season" of university library of "Project 985". Taking the theme welcoming marketing activities of Northeast normal University library in 2016 as an example, this paper analyzes the effect of marketing and extension activities by using the method of data statistics and demonstration, and explores the new marketing promotion mode of university library in the "welcome season". [results / conclusion] under the new media environment, university libraries launch a variety of targeted marketing and extension activities. "welcoming the New season" marketing and extension activities is a new attempt and exploration to serve readers in university libraries. The librarians of Northeast normal University put forward the corresponding solutions to the problems arising from the marketing and extension activities of "welcoming the New season", which can provide reference and reference for the further development of individualized and colorful marketing and extension activities in university libraries.
【作者单位】：东北师范大学图书馆;
【基金】：东北师范大学哲学社会科学校内青年基金项目“中央高校基本科研业务费专项资金”(项目编号:13QN032)研究成果之一
【分类号】：G258.6-F

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