Using Consumer Data to Illustrate How the Library Channel Drives Digital Sales

The library channel is often underappreciated as a key part of a publisher’s business strategy. In an age where publishers are constantly seeking new revenue and marketing opportunities, presence in the library—digitally—can yield significant growth. This paper examines the library channel, its business model based on library lending, the performance of eBooks and audiobooks across all subjects, and consumer reading behavior. Digital Book Clubs, a relatively new phenomenon, are also defined and illustrated with examples demonstrating the library’s valuable role in increasing discoverability and ultimately sales.     

高校图书馆服务营销策略分析

阐述服务营销的概念,既分析了高校图书馆外部服务营销策略,包括从市场选择策略和市场定位策略分析高校图书馆服务营销的目标市场营销策略和从产品策略、价格策略、渠道策略和促销策略四方面分析高校图书馆服务营销的4P策略,又从组织结构与人才策略两方面分析了高校图书馆内部服务营销策略。     

近十年(1994-2003年)我国图书馆学情报学期刊研究论文计量分析

通过文献计量方法，对1994-2003年我国图书馆学情报学期刊研究论文的分布、论文作者及论文内容主题等进行了统计分析，为我国图书馆学情报学期刊发展研究提供参考数据和借鉴。     

论图书馆信息服务的市场营销

文章对图书馆信息服务的市场营销进行了研究,认为图书馆开展信息服务的市场营销是必需的,应用市场营销理论对图书馆信息服务的市场营销问题进行了尝试性研究,并从前期准备、营销策略等方面进行了深入探讨。     

Agents — the future of exclusivity

The Japanese market is changing and the sole agency route to marketing must develop and evolve alongside these changes if it is to have a future. Sole agency agreements need to redirect their focus away from merely closed market distribution agreements towards innovative sales and marketing contracts. Contracts between partners with shared objectives. The trend towards sales and marketing agreements was evident at the ALPSP Seminar on Marketing to Japan, held on 8 October 1997, from which this paper developed.     

中国图书馆学情报学期刊评价体系探索

鉴于图书馆学情报学期刊是图书情报事业的重要组成部分,是展示一个国家总体图书情报学科研究实力、水平和创新能力的窗口,对图书馆学情报学期刊进行评价有着极为重要的意义,文章提出从政治标准、经营管理、编辑水平、学术水平、期刊影响力和期刊稳定性6个方面来对我国图书馆学情报学期刊进行评价的方案和设想。     

图书情报专业期刊网站建设现状探析

为了解学术期刊网站建设的现状,采用网络调查方法,对所有图书情报专业期刊网站进行调研。文章将图书情报期刊网站建设情况归纳为四个层次进行阐述,分析期刊网站存在的问题,并提出相关建议,为今后的研究和实践提供参考。     

The Undergraduate Prospectus as a Marketing Tool for Academic Libraries

There is widespread use of the undergraduate prospectus as a decision-making tool for prospective university students. Surveys have examined factors that affect student decision-making; none have specifically examined the use of the prospectus as a marketing tool for academic libraries. This study aimed to examine the usefulness of the prospectus as a marketing tool for academic libraries. A content analysis of twenty prospectuses was carried out to determine the portrayal of the library within them. A questionnaire was used to uncover the perceptions of prospective university students. This was distributed to 44 sixth-form students. The prospectus was identified as the most important source of information for prospective students. The library was deemed important in the prospectus in terms of decision-making, but it ranked behind other information, such as course content or entry requirements. The exposure of the library varied within prospectuses; some featured the library heavily, others excluded the library altogether. The most heavily referenced features of the library were information technology, printed and electronic resources, and study space. The prospectus has potential for library marketing, increasing the exposure, and highlighting the value of its services. A “best practice” policy for library marketing and promotion within prospectuses is presented.     

论图书馆信息营销的管理学特性

论述图书馆信息营销的管理学属性,认为图书馆信息营销是对图书馆管理核心价值的继承和发展,是对传统图书馆管理方式的变革和突破以及对传统图书馆管理文化的创新,指出充分认识图书馆信息营销的管理学特性,积极开展信息服务工作,对促进图书馆事业的发展具有一定的意义。     

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。     

信息接受视域下的移动图书馆场景化营销剖析

[目的/意义]移动图书馆的信息接受发生在特定的场景,如何有效地进行场景化营销,提升信息接受绩效是移动图书馆研究的重点和难点,已逐渐引起学界的重视。[研究设计/方法]基于移动图书馆信息行为规律的相关研究,结合市场营销和场景理论的研究成果,从用户信息接受体验视角,剖析了移动图书馆场景营销,进而通过“场景—行为—情境”的多维度适配实现信息空间再造。[结论/发现]移动图书馆场景营销不仅可以动态地锁定目标用户,为其提供精准的个性化服务和多元化的一站式服务,还可以促进场景营销的不断迭代,为激发用户信息接受和刺激移动图书馆服务创新提供指导。[创新/价值]将场景纳入移动图书馆营销视野,为移动图书馆营销提供新的思路,提升用户信息接受的持续意愿。     

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。     

信息公平障碍因素研究

信息资源分布不平衡，公民获取信息的物质条件、技术条件的较大差距，信息的市场化，信息主体个人信息素质普遍低下，信息主体缺乏“政治参与”习惯等都是阻碍信息公平的重要因素。为了构建信息公平的社会，政府应当承担起保障公民信息权的责任，发挥图书馆重要的信息保障职能，加强公众信息素质教育。     

高校图书馆读者信息检索竞赛活动研究

信息检索竞赛是近年来高校图书馆广泛举办的一项读者信息检索水平竞技项目。论文通过对当前高校图书馆信息检索比赛的特征和意义进行梳理和阐述,从信息检索比赛形式、试题题型、试题内容等方面对高校图书馆信息检索比赛设计进行了详细分析,并从参赛读者选拔、比赛的层次性及微媒体营销开展等方面指出未来高校图书馆开展信息检索比赛需要注意的问题。     

论公共图书馆信息营销的成本效益分析

将现代企业经营管理方法引入图书馆,用信息营销来经营管理公共图书馆,从而为图书馆信息资源开发创造最大经济效益和社会效益,寻求信息市场与图书馆的信息资源开发最佳结合点。通过对公共图书馆有形成本的投入和无形成本的消耗分析,指出服务效果和服务效益管理是营销管理的重要方面,公共图书馆必须注重信息营销的服务效益。试从经济学的角度,对图书馆资源配置投入—产出、信息营销的效益进行合理性分析。表,3。     

高校图书馆的信息营销策略

信息化高度发达的今天,信息营销必将成为高校图书馆未来发展的重要内容.文章针对高校图书馆在参与信息营销竞争的三大优势进行分析,提出了高校图书馆参与信息营销的策略--信息产品策略、信息质量策略、信息定价策略、品牌推销策略.     

The Library in Marketing Research:

This article examines library research and library resources described by authors of introductory marketing research textbooks. Library research is one of many methodologies used during the marketing research process. The selection of library research as an appropriate methodology and the use of published sources depend on the question under investigation and the research design. Implications with regard to user education and the information seeking behavior of students are discussed.     

国内图书馆微信公众平台服务现状研究

通过调研国内图书馆微信公众平台服务开展情况,从信息推送频率、形式、内容、信息交互等方面进行调查,得出结论：图书馆利用微信开展服务还处于发展尝试阶段,仅仅只是停留在信息的发布和简单的馆藏资源查询等功能上,信息即时交互和个性化服务还没有得到有效的体现和利用。在此基础上提出未来图书馆在微信上开展信息服务,应关注营销模式、信息质量、读者管理、数据分析。     

试论公共图书馆与实体书店融合发展中的战略营销管理

馆店融合发展成为图书馆事业中的一种重要发展趋势,是政府、社会、居民和书店主办者多方共赢的策略,两者在融合发展中战略营销管理合作具有必然性与可行性。针对目前发展中面临的问题,提出需要注意明确营销定位、建立长期的营销合作伙伴联盟、营销成本分摊及产生后续收益的组成及分配、组织文化发展及志愿者群体在战略营销管理中的作用与地位等战略营销设计中的对策与建议。     

Social Media Marketing: Determining and Comparing View of Public Library Directors and Users

ABSTRACT

Purpose: The present study aims to determine and compare the views of directors and users of public libraries on the use of social media for the marketing of library services.

Methodology: Data collection was done through two researcher-made questionnaires, one from the viewpoints of directors and one investigating the views of users. The questionnaires’ validity was done by four libraries and Information Science professionals, and the reliability was determined by the Cronbach’s alpha coefficient. The statistical population of this research is made up of all directors and users of 12 public libraries of the city of Isfahan, one of the largest cities in Iran.

Findings: In users’ viewpoints, the “interaction capability” is the most important feature that social media marketing can have in libraries. From the viewpoints of the directors, “creating a true picture of the role of the library” and “informing users about library services” are among the most important reasons for the marketing of libraries in the social media. From the perspective of both groups, the Telegram is the most appropriate medium for the marketing of library services.

Results: To maintain their customers and their market position, libraries need to use more exciting tools such as social media for marketing. Library directors of this study emphasized on this fact and 79.1% of users expressed interest in receiving library information through social media.

Value: The findings of this study would help the library directors to better decide on the marketing of their library services in social media.

Type of the study: Scientific-Research