本文選題：精準營銷 + 數(shù)字圖書館��； 參考：《西安電子科技大學》2014年碩士論文

【摘要】：在市場經(jīng)濟快速發(fā)展的環(huán)境下,在互聯(lián)網(wǎng)通信技術(shù)和信息技術(shù)的推動下,在人們對信息的多樣化和個性化需求的刺激下,高校數(shù)字圖書館也處于不斷改革發(fā)展的進程中。由于大數(shù)據(jù)時代的到來,高校數(shù)字圖書館的信息量也呈爆炸式增長,使讀者檢索信息就像在大海撈針。此外由于谷歌等學術(shù)搜索引擎和信息咨詢服務機構(gòu)的快速發(fā)展,再加上他們對信息檢索投入了大量資金,擁有專業(yè)技術(shù)高超的研發(fā)團隊,不斷提高讀者的查準率,這是作為非營利組織的高校數(shù)字圖書館所無法比擬的。所以傳統(tǒng)的大眾化營銷策略難以使高校數(shù)字圖書館準確把握讀者需求,不利于其健康可持續(xù)發(fā)展。為了應對激烈的競爭壓力,解決上述高校數(shù)字圖書館信息資源海量與讀者個性化需求之間的矛盾,本文將精準營銷理論移植到高校數(shù)字圖書館。把精準營銷理論和高校數(shù)字圖書館資源服務相關(guān)理論緊密結(jié)合,構(gòu)建了高校數(shù)字圖書館的精準營銷體系,通過精準營銷策略提高資源服務的利用率及用戶滿意度。本文首先提出了對高校數(shù)字圖書館資源服務的精準營銷的理解,在精準營銷理論的基礎(chǔ)上對資源服務的市場特點及其精準營銷與大眾化營銷的區(qū)別進行了分析,并對資源服務進行SWOT分析,以確定精準營銷的戰(zhàn)略類型;其次構(gòu)建了高校數(shù)字圖書館資源服務的詳細的精準營銷體系,包含五個要素:明確的目標市場、精準的定位、個性化溝通系統(tǒng)、多樣化渠道系統(tǒng)和用戶增值服務體系,為精準營銷策略的制定提供指導;再次,為驗證該體系的有效性,以西安電子科技大學數(shù)字圖書館為例,提出了三條有針對性的策略:細分讀者群體并精確定位、資源服務的一對一分銷、跟蹤分析用戶反饋記錄;最后設置調(diào)查問卷,通過問卷的對比分析評估精準營銷策略的效果。結(jié)果表明高校數(shù)字圖書館資源服務的精準營銷體系是可行的、有效的。
[Abstract]:Under the environment of rapid development of market economy, driven by Internet communication technology and information technology, and stimulated by people's diversified and individualized demand for information, the digital library of colleges and universities is also in the process of continuous reform and development. With the arrival of the big data era, the amount of information in the digital libraries of colleges and universities is also increasing explosively, which makes the retrieval of information by readers like looking for a needle in a haystack. In addition, because of the rapid development of academic search engines and information consulting services such as Google, and the fact that they have invested a lot of money in information retrieval, they have a professional and highly skilled research and development team to continuously improve the accuracy of readers. This is a non-profit organization of the university digital library can not be compared. Therefore, it is difficult for the traditional popular marketing strategy to make the digital library grasp the readers' needs accurately, which is not conducive to its healthy and sustainable development. In order to deal with the fierce competitive pressure and solve the contradiction between the huge information resources of the digital library and the personalized needs of readers, this paper transplanted the theory of precision marketing to the digital library of colleges and universities. Combining the theory of precision marketing with the theory of university digital library resource service, this paper constructs the precision marketing system of university digital library, and improves the utilization ratio of resource service and user satisfaction through precision marketing strategy. This paper first puts forward the understanding to the precise marketing of the resources service of the university digital library, and analyzes the market characteristics of the resource service and the difference between the precision marketing and the popular marketing on the basis of the precision marketing theory. And SWOT analysis of resource services to determine the strategic types of precision marketing. Secondly, the paper constructs a detailed precision marketing system of the resources service of university digital library, which contains five elements: clear target market, accurate positioning. Personalized communication system, diversified channel system and user value-added service system to provide guidance for the formulation of accurate marketing strategy; thirdly, to verify the effectiveness of the system, take the digital library of Xi'an University of Electronic Science and Technology as an example, Three targeted strategies are put forward: subdividing the readers and positioning accurately, distributing the resource service one-to-one, tracking and analyzing the user feedback record, and finally setting up a questionnaire to evaluate the effect of the precision marketing strategy through the comparative analysis of the questionnaire. The results show that the accurate marketing system of university digital library resource service is feasible and effective.
【學位授予單位】：西安電子科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G250.76;G252

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相關(guān)碩士學位論文 前1條

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本文編號：2007870