我国高校图书馆服务营销策略研究

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1、AbstractIntheinfonnation-socializedsociety,UniversityLibraryisundergreatdevelopmentpressurewhetheritfacesthetraditionalinformationserviceinstitutions,ormoreconvenientandwell-developednetworksearchengine.Itstraditionaloperatingmechanismandserviceconceptareinneedofrefbmi.Therefore,somelibraries

2、introducetheservicemarketing.ThisarticleisdividedintofourpartstostudytheservicemarketingstrategyofUniversityLibrary.ThefirstpartisanoverviewofthedevelopmentofservicemarketinginUniversityLibrary•StartingfromtheparticularroleofUniversityLibrary,ittellsthattheaimofservicemarketinginuniversitylib

3、raryistointroducelibrary^resourcesandservicetousers.Aftertheanalysisofnecessityandfeasibility,thepaperinvestigates39”985"universitiesaboutservicemarketingconditions,andanalyzestheexistingproblemsincludingrecognitionlevel>marketingpersonnel>applicationofnewmarketingmethodsandlibrarymarketingev

4、aluationsystem.ThesecondpartanalyzestheformulationandimplementofUniversityLibraryservicemarketingstrategy.Weneedtotaketwoaspectsintoconsideration.Intheaspectofself^construction.UniversityLibraryshouldusenewmarketingidea,makeaperfectmarketingplan,carryoutinternalmarketing,improvebasicequipment

5、levelandtransformservicepattern.Intheaspectofnewmarketingstrategyapplication,UniversityLibraryshouldpaymoreattentiontothetransformationoftarget-customermarketing、4Pmarketingandrelationmarketinginitsownway.Aboutthespecificimplementationofservicemarketingstrategy,itisimportanttosetagoal,surveyt

6、heusers.carryouttheplanandevaluateit.Thethirdpartintroducesspecificmarketingcases.AccordingtoBeijingNormalUniversitynadorablelanguagesendinggraduates11marketingcase,NationalTaiwanUniversityLibrar/sservicemarketingcase,andTsinghuaUniversitylibrary11lovelibraryvideosandgames11,thisparttriestopr

7、ovidereferenceforUniversityLibraryaboutmarketingideainnovation,promotionplanningandpromotionservice.Thefourthpartissummaryandoutlook.Startingfromtheconceptofuniversitylibraryandthemissionofmodemmarketing,itpointsoutthattheuniversitylibrarysho