公共图书馆移动服务发展的SoLoMo营销策略研究

SoLoMo营销是指由移动应用与社交传媒组合而成的一种新兴的立体化营销模式,它是Social、Local和Mobile组成的合成词。该模式对移动图书馆服务具有重大借鉴意义。文章以我国34家省属公共图书馆为调查样本,对公共图书馆移动服务的现状进行调查与分析,从中找出存在的问题,并在此基础上进一步探讨公共图书馆移动服务的SoLoMo解决方案。     

高校图书馆信息服务的营销策略研究

本文用产品营销、服务营销等市场营销学理论,将高校图书馆服务范围拓展为内部（校内）、社会（校外）两个市场,阐述了细分社会（校外）市场、选择市场定位的方法;对信息服务营销策略制定作了详细论述,提出了高校图书馆应将信息服务营销贯穿于自身建设、管理、经营和服务全过程,象企业追求经营利润一样,追求社会效益,树立全新的社会形象的新理念。     

Moving a Hospital Library

Many hospital libraries suffer from being poorly housed. This article describes a successful effort to find better space for a hospital library. Issues of planning, staff participation, and implementation are discussed, including constraints, what worked well, and what could have worked better.     

基于营销传播理论的图书馆服务推广研究

文章通过介绍营销传播理论的基本内容,分析了图书馆进行服务推广的必要性,尝试将营销传播理论引入图书馆服务推广中,提出了相应策略。     

营销案例对图书馆服务策略的启示

图书馆服务是通过图书馆员创造服务产品和价值,并同他人进行交换以获得其所需所欲的过程,其中存在着一个完整的营销链.较成功的市场营销案例对提高图书馆服务水平,开发制定行之有效的服务攻略,具有相当有益的启示.     

Public Library Services for Veterans: Selected Brief Case Studies

Public libraries across the country design and deliver programs for military veterans and their families, often collaborating with other organizations and agencies. The examples were assembled from both general and specialized interviews with librarians, and literature and Internet searches, with summaries of programs assembled and written by multiple researchers. The specific limitations on the listing in this article are clearly outlined in the first section. Overall, however, the article provides a good introductory overview of what’s going on in veteran’s programs and services in America’s public libraries in over seventy libraries in forty states. We hope this list of what public libraries have organized or are doing will supply other public librarians with ideas on how to provide new services or enhance their existing ones.     

高校图书馆服务营销之思考

文章概述了高校图书馆服务营销的必要性,分析了高校图书馆服务营销的现状,并从打造创新型服务品牌、成立服务营销部门、构建服务营销评估体系、重视培养具有营销观念和营销知识的馆员等几个方面探讨了如何实现高校图书馆服务营销的对策。     

Know Your Crowd: A Case Study in Digital Collection Marketing

Digitized special collections and institutional repositories present unique challenges to libraries struggling to identify marketing strategies that will entice patrons to these services. These collections, which do not have the same mass appeal as full-text articles or author book readings, still must attract use. This case study explores an academic library’s attempts to actively market its digital special collections. They advertised their collections via published marketing materials, a library services fair, and a photography contest. The results were that high-quality, intense, marketing for a general population does not work for specialized digital collections because the subject areas are too narrow for general interest. The scope of the audience was also misplaced since the collections had a greater market outside the university than with the local students. The authors looked at digital special collections that were successful to see what worked to market collections to outside users. They found that collections that were connected to external resources that were affiliated with different interest groups were successful with minimal marketing. The method of linking collections to Wikipedia was identified as a simple and effective method that was more effective than linking the collection to more niche sites. The authors conclude that academic libraries should utilize more focused, community-connecting approaches in order to engage the specialized patrons of digital special collections.     

Rural Public Library Outreach Services and Elder Users: A Case Study of the Washington County (VA) Public Library

ABSTRACT

Outreach services provided by rural public libraries are crucial to fulfilling their mission to provide information access to the widest array of user groups. Particular socioeconomic and geographic factors in rural areas present challenges of access to information resources, yet there exists only a limited amount of published scholarly work examining outreach services provided specifically by rural public libraries. This case study of outreach services to elder users offers contextual evidence for the centrality of social equity and access to the larger work of rural public libraries. Primary data were collected through four semi-structured focus group meetings conducted with elder users of the agency’s outreach services as well as through narrative interviews with six agency staff members. Principal findings showed that elder users had particular information needs related to entertainment and intellectual stimulation, challenges of transportation, and a limited access to technology and internet service. WCPL outreach services were found to positively impact the lives and general well-being of elder users by providing vital social and community connections and serving as a key link for elder users to an institution understood to be central to the life of the community in general.     

Promoting and Marketing E-Resources

Marketing electronic resources is now a necessary task for librarians and libraries. In order for libraries to successfully market their e-resources, they must first understand what such an undertaking entails. This may include conducting user studies, working creatively and collaboratively, and using many lines of communication to disseminate the message.     

Library Marketing on a Small Liberal Arts Campus: Assessing Communication Preferences

As part of a newly created library marketing plan, librarians at the College of Wooster undertook a study of the communication preferences of students, faculty, and staff in early 2015. The results of the survey helped to develop a comprehensive picture of what library resources and services these constituencies are interested in learning about, as well as when, where, and how they prefer to learn about them. This article describes the development, distribution, results, and analysis of the survey, and highlights the importance of campus-specific library marketing practices.     

Systematic Marketing Facilitates Optimal Customer Service: The Marketing Audit of a Rural Public Library System

This article presents a case study of a marketing audit of the Lee County Library System, a rural public library system located in southwest Georgia. Marketing audits are an underutilized but needed tool for public libraries. In this audit, the library system’s mission, goals, environments, community and employee demographics, and a strengths/weakness/opportunities/threats (SWOT) analysis were evaluated, resulting in several recommendations. These recommendations include a new mission statement, regular SWOT analyses, and potential market segments for targeted library services. Through this case study, the complexities, challenges, and opportunities unique to rural public libraries can be understood.     

营销思想在图书馆管理中的变迁与应用

图书馆虽然是非营利性组织,但营销已经成为图书馆管理中一个重要的内容。从营销思想的历史变迁入手．阐述图书馆应采用“以读者为导向”的营销哲学以提高图书馆的管理水平,提出在“以读者为导向”的图书馆营销实践中,图书馆应了解读者需求,通过市场细分与目标市场定位,确定营销对象,并依据实际需求．选择恰当的营销组合策略。     

SNS在图书馆服务营销中的应用研究

SNS社交网站以个人用户为节点,通过系列工具认识和关注朋友,建立社交网络关系群,沟通信息并分享知识。随着各类社交网站的广泛应用,SNS已成为各类组织开展营销活动的重要方式。图书馆基于SNS开展营销能扩大图书馆的影响力,加强用户与图书馆的互动,且节约宣传和服务推广成本。本文基于SNS和图书馆营销理论,重点探讨图书馆利用SNS开展营销的策略,指出营销实践中存在的问题并给出解决建议。     

Marketing Electronic Reserves at a University Library

SUMMARY

Jacksonville State University's Cole Library implemented electronic course reserves in 2002. As with any new service, a marketing plan was prepared to ensure success. This article details the methods used to market the new service to the faculty and students at JSU. Included is a discussion of some unexpected benefits of the marketing effort and how to address resistance to the change from a traditional print service to an electronic service. This article will help fill a gap in the literature by describing one library's attempt at marketing electronic reserves to ensure a smooth transition from traditional reserves to electronic.     

Index to Volume 1

No abstract available for this article.     

Promoting Library Visibility Through Creative Programing

Abstract

Digital libraries and their librarians face a challenge to remain visible to users since almost all their resources can be accessed without having to visit the library space. Libraries with a primarily electronic collection can promote their visibility through creative programing that draws people into the library space or provides opportunities for users to engage with librarians. A new, primarily digital academic health sciences library shares its experiences with developing creative user events and programs to promote the library’s visibility.     

公共图书馆的战略营销管理

运用服务营销学的基本原理，全面阐述了我国公共图书馆进行战略营销管理的基本原则、主要战略选择。     

高校图书馆向社会开放：被误读的取向

图书馆工作的开放与服务,有质的区别。高校图书馆“向社会开放”的表述,取向单一,外延太窄,容易产生误读。将高校图书馆为社会服务的活动和工作表述为“高校图书馆为社会服务”,可以涵盖高校图书馆为社会服务的所有形式和内容。信息服务、专业指导、方法培训、人才培养、技术支持、方案策划、项目合作、学术示范、科研引领等智力输出应该成为高校图书馆社会服务的主要取向,这种取向既反映了高校图书馆为社会服务这项工作的本质要求,又代表着此项工作的发展方向。
     

Improving Library Services for Distance Learners: A Literature Review

Academic libraries offer many services to distance learning students. The sources of literature reviewed here offer information that shows relevant similarities and differences between library services offered to traditional students and distance learning students. Likewise, the associated findings from the literature offer insight that is applicable for a project to modify and improve library services for distance learners in higher education.