图书情报工作 ›› 2017, Vol. 61 ›› Issue (10): 81-86.DOI: 10.13266/j.issn.0252-3116.2017.10.011

• 工作研究 • 上一篇    下一篇

英国图书馆与情报专家学会“营销优秀奖”分析及启示

谈大军, 房宣伊   

  1. 华南师范大学经济与管理学院 广州 510006
  • 收稿日期:2017-02-27 修回日期:2017-05-03 出版日期:2017-05-20 发布日期:2017-05-20
  • 作者简介:谈大军(ORCID:0000-0002-1697-0349),副教授,博士,硕士生导师;房宣伊(ORCID:0000-0002-8218-3415),硕士研究生,通讯作者,E-mail:1042949226@qq.com。

Analysis and Enlightenment of the “Marketing Excellence Award” by the Chartered Institute of Library and Information Professionals

Tan Dajun, Fang Xuanyi   

  1. School of Economics & Management, South China Normal University, Guangzhou 510006
  • Received:2017-02-27 Revised:2017-05-03 Online:2017-05-20 Published:2017-05-20

摘要: [目的/意义] 对英国图书馆与情报专家学会设立的"营销优秀奖"进行介绍和分析,旨在为我国图书馆营销发展提供借鉴。[方法/过程] 采用网络调查法和文献调查法,从历史沿革、设立目的、申请程序和奖励办法等方面介绍该奖项,重点分析其评审标准。[结果/结论] 该奖项的评审标准体系由营销的目标群体、营销目的与计划、营销内容、营销原则、营销策略和营销评价构成。对我国图书馆营销活动的启示包括:注重环境分析;设立营销部门,制定营销计划;明确营销的目标群体;确定营销目的;完善营销策略和进行营销评估。

关键词: 图书馆营销, 英国图书馆与情报专家学会, 营销优秀奖

Abstract: [Purpose/significance] This paper studies "Marketing Excellence Award" of Chartered Institute of Library and Information Professionals, and focuses on the analysis of the judging criteria, in order to provide the reference for Chinese library marketing.[Method/process] Using the method of network investigation and literature investigation, this paper analyzes the history, the purpose of establishment, the standard of application, the standard of evaluation and the method of reward.[Result/conclusion] It is concluded that the evaluation criteria of the award is the marketing system which is composed of the target group of the marketing, the marketing goal and the plan, the marketing content, the marketing principle, the marketing strategy and the marketing evaluation. And put forward six inspirations for library marketing activities in China: focusing on environmental analysis; establishing the marketing department and making marketing plan; clear marketing objectives; clear marketing target groups; improving the marketing strategy; marketing assessment.

Key words: library marketing, Chartered Institute of Library and Information Professionals, Marketing Excellence Award

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