5 GAP模型视角下图书馆营销策略探究

doi:10.13266/j.issn.0252-3116.2019.10.006

图书情报工作 ›› 2019, Vol. 63 ›› Issue (10): 48-55.DOI: 10.13266/j.issn.0252-3116.2019.10.006

5 GAP模型视角下图书馆营销策略探究

张若楠, 贾苹

中国科学院文献情报中心北京 100190 中国科学院大学经济与管理学院图书情报与档案管理系北京 100190

收稿日期:2018-09-20 修回日期:2018-12-18 出版日期:2019-05-20 发布日期:2019-05-20
作者简介:张若楠(ORCID:0000-0002-9746-1916),硕士研究生,E-mail:zhangruonan@mail.las.ac.cn;贾苹(ORCID:0000-0003-0656-8054),研究馆员,硕士生导师。

Research on Library Marketing Strategy from the Perspective of 5 GAP Model

Zhang Ruonan, Jia Ping

Chinese Academy of Sciences, National Science Library, Beijing 100190 Department of Library, Information and Archives Management, School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190

Received:2018-09-20 Revised:2018-12-18 Online:2019-05-20 Published:2019-05-20

摘要/Abstract

摘要： [目的/意义] 针对当前我国图书馆营销实践普遍存在的营销观念相对滞后、营销人才缺乏、营销类型单一等现状，引入5 GAP模型以指导图书馆更好地开展和改进营销服务。[方法/过程] 采用网络调查法、案例分析法，以纽约公共图书馆为例分析其营销实践，利用5 GAP模型工具，分析其营销过程中弥合4个差距的具体措施。[结果/结论] 总结出基于5 GAP模型的图书馆营销策略：规划"前-中-后期"营销一体化流程；设计服务创新下的"图书馆+"；实施契合图书馆文化的内部营销；加强外部沟通，提高用户参与度。

关键词: 图书馆, 5 GAP模型, 营销

Abstract: [Purpose/significance] In view of the current relative lag of marketing concepts in the practice of library marketing in China, the lack of marketing talents, and the simple type of marketing, the 5 GAP model was introduced to guide libraries to better develop and improve marketing services.[Method/process] By using the network investigation and case analysis, this research aims to analyze the New York Public Library's marketing practice. The 5 GAP model tool was used to analyze the specific measures to bridge the four gaps in the marketing process.[Result/conclusion] The library marketing strategy based on 5 GAP model is summarized:planning the "prophase-middle-late" marketing integrated process; design "library+" in service innovation environment; implement internal marketing agreeing with library culture; strengthen external communication and increase the degree of participation of users.

Key words: library, 5 GAP model, marketing

中图分类号:

G252

张若楠, 贾苹. 5 GAP模型视角下图书馆营销策略探究[J]. 图书情报工作, 2019, 63(10): 48-55.

Zhang Ruonan, Jia Ping. Research on Library Marketing Strategy from the Perspective of 5 GAP Model[J]. LIS, 2019, 63(10): 48-55.

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5 GAP模型视角下图书馆营销策略探究

Research on Library Marketing Strategy from the Perspective of 5 GAP Model

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