本文關(guān)鍵詞： 服務(wù)營銷 河南職業(yè)技術(shù)學(xué)院圖書館 策略　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著社會經(jīng)濟和電子信息技術(shù)的發(fā)展,圖書市場的繁榮,讀者可選擇使用的閱讀工具也越來越多樣化,從單一的紙質(zhì)圖書擴展到多種多樣的設(shè)備終端,讀者的閱讀需求也有了很大的變化。這些改變給傳統(tǒng)的圖書館行業(yè)帶來了機遇,也帶來了挑戰(zhàn)。這也是國內(nèi)大多數(shù)高校圖書館共同面臨的問題,如何與時俱進,做好服務(wù)營銷,充分發(fā)揮圖書館的職能,滿足web2.0時代高校在校生的閱讀需求,是每一個高校需要解決的問題。河南職業(yè)技術(shù)學(xué)院圖書館在發(fā)展過程中,采取了開展讀書月活動、優(yōu)化圖書館閱覽環(huán)境、引進超星移動圖書館終端設(shè)備、初步建立圖書館微博微信公眾服務(wù)平臺等一系列措施來為在校師生提供更好的服務(wù),吸引更多的讀者,使得圖書館的現(xiàn)有資源得到最大程度的運用。但與此同時,依然存在一些問題,制約著河南職業(yè)技術(shù)學(xué)院圖書館的進一步發(fā)展。論文通過問卷調(diào)查的方式對河南職業(yè)技術(shù)學(xué)院圖書館館員和在校讀者進行了調(diào)查,對館員的問卷內(nèi)容主要包括了對圖書館以及館員的營銷意識以及館員對自身工作環(huán)境的滿意程度等；對在校讀者的問卷內(nèi)容主要包括對目前圖書館服務(wù)和圖書館硬件資源的滿意程度,以及和館員的互動情況等等。通過對回收的有效問卷進行數(shù)據(jù)總結(jié)和分析,得出了河南職業(yè)技術(shù)學(xué)院圖書館存在著服務(wù)產(chǎn)品質(zhì)量低、缺乏服務(wù)營銷理念、缺乏溝通渠道、推廣策略不完善、館員滿意度低的問題。缺乏服務(wù)營銷管理制度、服務(wù)營銷專業(yè)人才缺失、缺乏館員激勵是問題產(chǎn)生的主要原因。針對存在的問題,結(jié)合河南職業(yè)技術(shù)學(xué)院圖書館的實際情況,論文提出了開展微博、微信服務(wù)；加快數(shù)字信息化圖書館2.0進度；優(yōu)化圖書館有形服務(wù)環(huán)境；增加與讀者溝通的渠道；拓展與外部的高校和的企業(yè)合作；提升館員服務(wù)營銷能力等一系列服務(wù)營銷措施來完善目前河南職業(yè)技術(shù)學(xué)院圖書館服務(wù)營銷的不足之處。
[Abstract]:In recent years, with the development of social economy and electronic information technology, and the prosperity of the book market, readers can choose to use more and more diversified reading tools, from a single paper books to a variety of equipment terminals. Readers' reading needs have also changed greatly. These changes have brought both opportunities and challenges to the traditional library industry. This is also a common problem faced by most university libraries in China, and how to keep pace with the times. Do a good job of service marketing, give full play to the functions of the library, to meet the reading needs of college students in the web2.0 era. In the process of development, the library of Henan Vocational and Technical College has adopted the activities of reading month, optimizing the reading environment of the library, and introducing the terminal equipment of the super satellite mobile library. A series of measures such as the establishment of the Weibo WeChat Public Service platform to provide better service for teachers and students and to attract more readers. At the same time, there are still some problems. It restricts the further development of the library of Henan Vocational and Technical College. This paper investigates the librarians and readers of Henan Vocational and Technical College by means of questionnaire survey. The contents of the questionnaire for librarians include the marketing consciousness of libraries and librarians and the satisfaction of librarians with their working environment. The contents of the questionnaire mainly include the satisfaction of the library service and the library hardware resources, and the interaction with the librarians, etc. Through the data summary and analysis of the valid questionnaires. It is concluded that the library of Henan Vocational and Technical College has the problems of low quality of service products, lack of service marketing concept, lack of communication channels, imperfect promotion strategy, low satisfaction of librarians, and lack of service marketing management system. The lack of talents in service marketing and lack of librarian motivation are the main causes of the problem. According to the existing problems and the actual situation of the library of Henan Vocational and Technical College, the paper puts forward the development of Weibo, WeChat service; Accelerate the progress of digital information library 2.0; Optimize the physical service environment of library; Increasing channels of communication with readers; Expand cooperation with external universities and enterprises; To improve the service marketing ability of librarians and a series of service marketing measures to improve the current Henan Vocational and Technical College library service marketing deficiencies.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G258.6;G252-F

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