学科服务营销理念与实践探析

文章就高校图书馆如何与学科用户群体建立关系,使之成为图书馆的合作伙伴展开讨论。首先从营销理念出发探讨图书馆与用户建立关系,共同创造价值,实现双方共赢的可能性;然后结合学科服务实践讨论学科馆员与学科用户建立关系的方法;最后在剖析与学科用户合作共建馆藏案例的基础上,提出基于学科用户协同的图书馆资源建设与服务模式。     

A Study of the Variables Influencing Academic Library Staff's Attitudes Toward Marketing

This article aims to present an insight into some of the factors influencing the attitudes of academic library staff in three UK university libraries toward marketing and how these factors could be incorporated into an existing model. An online questionnaire about attitudes to marketing and personality was completed by 54 academic library staff from three UK universities. Four academic library management staff were also selected for in-depth interviews. The results indicated that academic library staff have a positive attitude toward marketing and feel that it is vital in the current environment. The research found that personality factors such as extroversion and openness to change, experience and training influenced marketing attitudes. It also revealed that academic library staff were unclear of the definition of marketing, leading to a possible misunderstanding and mistrust of the terminology. The research discovered a gap in marketing knowledge and understanding that must be addressed for marketing success to be achieved. The findings supported the definition of marketing for individual academic libraries as a prerequisite to strategic marketing planning and the importance of considering the attitudes of staff when implementing marketing strategy.     

Focus groups for allied health professionals and professions allied to technical services in the NHS--marketing opportunities, lessons learnt and recommendations

Background: Worcestershire Health Libraries provides services to all NHS and social care staff in Worcestershire. Despite intensive marketing, statistics showed low usage of the library service for professions allied to technical services and allied health professionals. Objectives: To discover why there was low usage of the library services using qualitative techniques and to use focus groups as a marketing opportunity. This article also aims to outline the processes involved in delivering focus groups, the results gained, and the actions taken in response to the results. Methods: Focus groups were conducted in two departments, Pathology and Occupational Therapy. The Biochemistry department (part of Pathology) had two focus groups. An additional focus group was conducted for all the Pathology education leads. Occupational Therapy had two meetings, one for hospital based staff, and the other for community staff. Results: Issues centred on registration, inductions, time, library ambience, multi‐disciplinary service and resources. The findings raised marketing opportunities and the process identified potential candidates for the role of team knowledge officer, to act as library champions within departments. It also identified areas in which the library service was not meeting user needs and expectations, and helped focus service development. Conclusions: Focus groups allowed an opportunity to speak to non‐users face to face and to discover, and where appropriate challenge both their, and library staff’s pre‐conceived ideas about the service. The information revealed gave an opportunity to market services based on user needs.     

Showing Students We Care: Using Empathetic Marketing To Ease Library Anxiety And Reach Distance Students

Marketing to distance students can be particularly challenging, but a new marketing trend called empathetic marketing provides academic libraries with a new and innovative way to reach these students. Empathetic marketing focuses on the core emotional needs of students and demonstrates how the library’s staff and services can help meet those needs. This article explores how using empathetic marketing in outreach efforts to distance students builds a connection between the library staff and distance students and can help alleviate library anxiety for distance students.     

图书馆信息资源开发与营销的7S战略

7S战略在图书馆信息资源开发与营销中的应用是指:应有一个清晰的战略规划,合理的图书馆组织再造,架设公共服务平台,合理规划图书馆人员的职责和角色定位,加强员工培训,形成强有力的领导风格,以用户为中心的价值观。     

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.     

How do public libraries create social capital? An analysis of interactions between library staff and patrons

In this qualitative study exploring the content of social interactions between library staff and patrons, interviews were held with 15 library staff members in three neighborhood branch libraries in a large American midwestern city. An analysis of the interviews suggests that public libraries may contribute to social capital through the relationships and interactions that occur between staff and patrons. Some of the ways in which these relationships and interactions may contribute to social capital include: building patrons' trust in the library and its staff, connecting people to both community and library resources, providing social support for patrons, reducing social isolation, helping patrons gain skills to function in an increasingly online world, and providing a positive place for neighborhood residents to gather. The kinds of social interactions occurring in libraries that may help to build social capital are highlighted.     

图书馆信息营销与信息资源开发研究

图书馆信息营销具有二重性。它与图书馆信息开发是手段与目的的关系;它不仅是资源营销,还是生产力和生产关系的营销。信息营销会增强图书馆信息资源开发的内在动力,改变其开发理念,提高其开发效率。可以以信息营销为切入点创新信息资源开发理论,研究其开发基本策略。参考文献8。     

UCF Library Express: Marketing a Faculty Delivery Service

As it becomes increasingly difficult to demonstrate the worth of the library to the academic community, gate counts and usage statistics are no longer enough. Showing the impact the library has on the community requires planning new services with outcome measurement from the start. This article outlines a marketing strategy for launching a faculty book delivery service at the University of Central Florida's John C. Hitt Library using Fisher and Pride's (2006) Blueprint for Your Library Marketing Plan. It includes a review of relevant literature on marketing delivery services, service and marketing goals and outcomes, target audiences, marketing messages, message delivery strategies, marketing budget, and management of staff responsibilities. This article is the second in a series of three articles that together make up an entire project planning and management document that is based on Rhea Rubin's (2006) Outcome Measurement model. The plan in its entirety provides an example of how to apply the Outcome Measurement model in an academic library setting.     

图书馆和谐要素探析

图书馆是和谐社会不可缺少的因素。研究图书馆的和谐问题具有重要意义。图书馆的和谐有6个要素,即体制、管理、人员、资源、建筑和营销。6个要素互相关联,共同构成图书馆的和谐形态,促进其发展。参考文献15。     

针对读者需求的图书馆营销策略

认为针对用户需求开展营销活动是提高图书馆服务质量的最佳途径。结合国内外一些图书馆的典型案例和部分经济学原理,从如何充分挖掘读者需求、与读者建立密切关系、加强读者合作管理、整合图书馆营销体系等4个方面探讨图书馆的营销策略。     

How Do We Market to Distance Populations,and Does It Work?: Results From a Longitudinal Study and a Survey of the Profession

This article discusses the results of a longitudinal survey conducted by Kansas State University Libraries to assess the marketing of library services to the university's distance education population. The latest implementation of the survey revealed overall similar or increased awareness of and satisfaction with library services compared to the previous survey. Also included are results of a survey of library professionals on best practices for distance education librarians. Findings include the importance of developing relationships with campus distance education offices and faculty and the need to be persistent with marketing efforts to a changing population.     

Managing a satellite communications program in a hospital library

A satellite communications service used for the continuing education of hospital staff can be successfully managed by a hospital library. Organization of the service includes managing equipment and personnel, finding programming, marketing the service, arranging for teleconferences, and establishing videotape procedures. A satellite communications program gives the library the opportunity to establish new partnerships with other departments in the hospital as well as with other segments of the community.     

浅论当代图书馆的十五种营销模式

图书馆营销研究是当代图书馆管理学理论研究中一个重要的领域,也是当代图书馆管理实践的重要课题。当代图书馆有十五大营销模式：服务营销模式、文化营销模式、事件营销模式、整合营销模式、互动营销模式、合作营销模式、体验营销模式、网络营销模式、关系营销模式、知识营销模式、品牌营销模式、定制营销模式、价值营销模式、公益营销模式和内部营销模式。     

Developing a Marketing Orientation in Hospital Library Services: A Case Report

When the four Providence Health & Services libraries in Oregon regionalized services and resources, the transition, which was originally met with apprehension from some library users, turned out to be a resounding success. Despite a loss of two-thirds of the professional staff and a decreased budget, the new regionalized library experienced an increase in business and recognition. While many factors contributed to the success, a creative marketing and outreach campaign was a key component. This column describes the steps taken to promote regionalized library reference services and online resources.     

Selling the Library from the Reference Desk

Abstract

Many library directors and administrators spend a significant portion of their time attempting to market the library and its services. Getting patrons into the library and keeping their business is an integral part of the day-to-day management of the library. This mission, however, is not always effectively passed on to the front lines to the one group of people who face the patrons on a daily basis -the reference librarians.

This article will show how the library's service points can be used as marketing tools; outline what librarians and public service staff should know about their library; and discuss ways in which reference service librarians can help further the library's marketing and public relations goals.     

Social media as a platform in academic library marketing: A comparative study

Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons affecting users' interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study.This research has the following key findings: 1. The marketing practices of HKUL's Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL's Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library's Facebook marketing.     

Strategic Marketing of Library Resources and Services

The development of marketing activities for an academic library as an outgrowth of an overall library strategic plan can assist in clarifying which key resources and services should be promoted and in developing the optimal activities for communicating their benefits. Marketing as an ancillary process to strategic planning can increase awareness and use of library resources and services among targeted user groups and can present a clear, consistent image to students, faculty, and administration as to what the library offers to the life of the university community and validate its continued funding. A permanent library marketing committee is the best means for coordinating library marketing activities.     

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。