少数民族地区节庆活动促进地方城市营销的思考——以勐腊民族风情文化节为例

以城市营销理论为基础,以云南西双版纳州勐腊县独特的节庆活动为例,提出少数民族地区以节庆活动为主的城市营销过程中,应重视民族资源的整合与营销的可持续发展,从而促进少数民族地区经济社会发展。     

“网络谣言”的意识形态解析——由“网络大V落马”引发的思考

"网络谣言"愈来愈成为值得关注的热点问题,网络大V的落马更引发了关于意识形态方面的思考。"网络谣言"的产生有其深刻的意识形态根源,体现了网络世界中意识形态的多元化以及单向度和对主流意识形态的维护。为此,必须坚持以社会主义核心价值体系主流意识形态为主导,巩固马克思主义意识形态的地位,通过对网络舆情的引导、疏导,搭建网络辟谣平台等多种方式,充分发挥网络舆情在监督社会、维护公平等方面的积极作用,化解网络谣言可能引发的暴力倾向。     

网络环境下高校图书馆读者服务工作的创新

本文阐述了网络时代给高校图书馆带来的变化,并提出了如何利用网络做好读者服务工作的几项具体措施。为了把读者服务工作做得更好,高校图书馆应建设高效的网络服务平台,提供实时咨询服务和开发各种数字资源,并积极开展馆员业务培训,提高馆员工作能力。高校图书馆只有利用现代网络技术最大限度地满足读者的需求,才能确保读者服务工作的健康稳步发展。     

中学生网络使用与社会认同发展关系分析

文章采用Young网络成瘾量表和社会认同量表对600名中学生进行了问卷调查及分析,以探讨中学生网络使用情况与社会认同之间的关系。发现：中学生的网络成瘾率为27．65％,在性别、年级和生源地维度上均有显著性差异;中学生的社会认同在性别、年级、生源地维度上均存在显著差异（t=-1．225,P〈0．05;t=-2．057,P〈0．01;t=1．513,P〈0．01;）;网络使用状况与社会认同之间呈负相关（r=-0．217,P〈0．01）,不同网络使用情况的中学生其社会认同水平存在显著性差异（F=47．250．P〈0．01）。结论为中学生的网络使用情况直接影响其社会认同水平。     

市场营销攻心战略——品牌定位

定位是指品牌在顾客大脑里建立地位。定位是一种方法论,它贯穿于整个营销过程,决定了市场竞争的成败。本文从品牌作为商业竞争的基本单位入手分析,明确定位是以消费者大脑为中心,解析品牌定位攻心战略的三个层次。     

Multi-site ethnography,hypermedia and the productive hazards of digital methods: a struggle for liveness

This article explores the possibilities and frustrations of using digital methods in a multi-sited ethnographic research project. The project, Urban School Performances: The interplay, through live and digital drama, of local-global knowledge about student engagement, is a study of youth and teachers in drama classrooms in contexts of schooling marked as ‘disadvantaged’ in research sites in Toronto (Canada), Lucknow (India), Taipei (Taiwan) and Boston (USA). The authors first outline the place of digital methods in the research, describing how software such as Adobe Connect and Survey Monkey, as well as a project Wiki and blog, enabled some virtual communication among and within research sites. They go on to suggest that their experience with these methods exposed the significant limitations of the technology, but also that coming up against these limitations posed useful questions about the nature of specific research methods and about the overall priorities of the study. As an example, the article focuses on how digital methods have usefully complicated available conceptions of ‘liveness’, an important dimension both of live performance and of ethnographic fieldwork. Despite their skepticism about the promise of new technologies, the authors conclude that their experience valuably relocated research analysis from post-facto interpretation to an ongoing negotiation with method in the field.     

基于价值营销理论的高校图书馆服务

价值营销理论关注消费者价值构成、成本构成。价值营销理论应用于图书馆的读者服务工作中,可提高读者价值,降低读者的成本,增强读者的满意度。以价值营销理论为指导,分析了图书馆读者的让渡价值系统的构成与特点,提出基于价值营销理论的高校图书馆服务策略。     

Frankenstein @ Our Library–Monstrous Opportunities for Marketing

Abstract

When the Coates Library received notification that the ALA Traveling Exhibition on Frankenstein would be visiting Trinity University, staff reacted with excitement but also with a twinge of fear about all the effort entailed in developing programs and creating a major publicity campaign. This article focuses on the challenges the exhibit presented: who to turn to for help; how to involve members of the campus community; what to use for effective publicity; how to balance education and entertainment in the programs and their advertising; where to seek funds; and how to present three weeks of programming without exhausting the planners or overwhelming potential audiences.     

Collaborating with Students to Develop an Advertising Campaign

Abstract

The Texas A&M University Libraries undertook a collaborative project with the local American Advertising Federation (AAF) undergraduate student chapter to develop a marketing campaign to advertise the availability of 30,000 netLibrary electronic books. The promotional campaign resulted in the creation of approximately 200 new user accounts and 3,800 e-book circulations within the first two weeks. The campaign of screensaver ads and posters that were developed are still in use for ongoing promotion of the netLibrary e-books. The AAF students benefited from having an ad campaign to include in their personal portfolios and the Libraries gained a creative and undergraduate student-focused advertising campaign.     

Implementing an Action Plan

Abstract

A university library implemented a three-pronged marketing action plan to increase library visibility on campus. The plan included a publicity campaign, a formalized liaison program, and a user satisfaction survey. The year-long effort did return library instruction statistics to earlier levels but did not increase reference usage. Several factors are identified as potential causes for its limited success.