本文選題：圖書館營銷　切入點：品牌營銷　出處：《廣西民族大學》2012年碩士論文

【摘要】：在知識經(jīng)濟時代，信息成為了人類社會三大資源之一，社會大眾對信息、知識的需求也越來越多，這無疑是高校圖書館發(fā)揮實力，一展風采的大好時機。另外，在日益激烈的市場競爭和快速發(fā)展的信息技術環(huán)境下，高校圖書館的生產(chǎn)狀態(tài)和運行機制都受到了巨大的挑戰(zhàn)和沖擊。不僅互聯(lián)網(wǎng)的迅猛發(fā)展促使人們熱衷于網(wǎng)絡搜索引擎查找信息資源，信息產(chǎn)業(yè)的快速發(fā)展也使得高校圖書館的競爭對手——各類信息機構如雨后春筍般涌現(xiàn)。因此，高校圖書館需要一種新的理念來突破困境，圖書館營銷也就應運而生。高校圖書館運用營銷的技術和方法，宣傳推廣館藏資源和服務，從而擴大影響力。 從高校圖書館的特定使命和角色出發(fā)，運用SWOT方法分析高校圖書館的營銷情況，總結出我國高校圖書館的營銷現(xiàn)狀，提出高校圖書館的營銷步驟，并結合市場營銷的4P策略，對高校圖書館營銷提出建議，并分析國內(nèi)外的高校圖書館營銷案例，希望高校圖書館提升形象，保持并提高社會地位，，創(chuàng)出強而有力的信息品牌，為圖書館事業(yè)的發(fā)展貢獻一份力量。
[Abstract]:In the era of knowledge economy, information has become one of the three resources of human society, and the demand for information and knowledge is increasing, which is undoubtedly a good opportunity for university libraries to display their strength and show off their style.In addition, under the increasingly fierce market competition and the rapid development of information technology, the production status and operation mechanism of university library have been greatly challenged and impacted.Not only the rapid development of the Internet urges people to be keen on searching for information resources by network search engines, but also the rapid development of information industry has made the competition of university libraries-all kinds of information institutions springing up.Therefore, university library needs a new idea to break through the predicament, and library marketing emerges as the times require.University libraries use marketing techniques and methods to publicize and popularize resources and services in order to expand their influence.Based on the specific mission and role of university library, this paper analyzes the marketing situation of university library by using SWOT method, summarizes the marketing situation of university library in our country, puts forward the marketing steps of university library, and combines the 4p strategy of marketing.This paper puts forward some suggestions on the marketing of university library, and analyzes the marketing cases of university library at home and abroad, hoping that the university library can enhance its image, maintain and improve its social status, and create a strong and powerful information brand.Contribute to the development of library.
【學位授予單位】：廣西民族大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G258.6

【引證文獻】

相關期刊論文 前3條

1 趙宏亮;;當前高校圖書館服務現(xiàn)狀及對策分析[J];中國科教創(chuàng)新導刊;2013年26期

2 張艷紅;;論未來我國圖書館的發(fā)展趨勢[J];華章;2013年25期

3 趙宏亮;;淺議高校圖書館目標管理考核體系的建構[J];內(nèi)蒙古科技與經(jīng)濟;2013年17期

相關碩士學位論文 前2條

1 杜潔;二十一世紀出版社的品牌營銷研究[D];河北大學;2013年

2 趙宏亮;基于用戶需求的高校圖書館管理模式與策略研究[D];內(nèi)蒙古師范大學;2013年

本文編號：1725757