图书情报工作 ›› 2019, Vol. 63 ›› Issue (15): 60-67.DOI: 10.13266/j.issn.0252-3116.2019.15.007

• 工作研究 • 上一篇    下一篇

锚定用户需求痛点的学科服务钩状模型研究

刘丽娟, 袁曦临, 杨明芳   

  1. 东南大学图书馆 南京 210096
  • 收稿日期:2018-11-17 修回日期:2019-02-09 出版日期:2019-08-05 发布日期:2019-08-05
  • 作者简介:刘丽娟(ORCID:0000-0002-6958-8952),助理馆员,硕士,E-mail:llj@seu.edu.cn;袁曦临(ORCID:0000-0001-9165-0313),研究馆员,博士;杨明芳(ORCID:0000-0001-8245-616),馆员,硕士。
  • 基金资助:
    本文系江苏省教育厅2017年高校哲学社会科学研究基金项目"面向知识单元的高校微课教学资源组织模式研究"(项目编号:2017SJB0020)研究成果之一。

Research on Hook Model of Discipline Service for Anchoring User Demand Pain Points

Liu Lijuan, Yuan Xilin, Yang Mingfang   

  1. The Library of Southeast University, Nanjing 210096
  • Received:2018-11-17 Revised:2019-02-09 Online:2019-08-05 Published:2019-08-05

摘要: [目的/意义]国内学科服务多以馆员主动服务、用户被动接受模式为主,存在用户参与不高,馆员成就感较低等问题,导致学科服务不能形成积极的长效机制。本研究从用户行为习惯角度出发,通过培养用户积极主动触发需求痛点行为,养成依赖学科服务习惯,增强用户黏度和忠诚度,为大学图书馆开展持续有效的学科服务提供借鉴。[方法/过程]依据钩状模型理论和信息交互模型,设计了学科服务用户资源获取和利用的行为习惯及需求调查问卷,通过调研不同用户群在获取和利用学术资源时的行为特点和规律,发现和定位用户的真实需求,由此构建三阶锚定学科服务策略架构。[结果/结论]研究表明,三阶服务策略遵循钩状模型理论,循环作用,互为融通,能够充分发挥各个馆员的特长和团队合作的优势,提升学科服务价值和用户忠诚度,由外部激发用户痛点,痛点由低到高,用户主动触发和完成痛点,由此馆员精准定位用户的需求痛点并提供有效的服务奖励,诱导用户重复投资或升级痛点,从而形成学科服务闭环。

关键词: 钩状模型, 信息交互模型, 学科服务, 需求痛点

Abstract: [Purpose/significance] Domestic subject service is mainly based on the active service of librarians and the passive acceptance of users. While achieving certain results, it also exposes the problems of low engagement and weak cooperative sense of users as well as diminished personal accomplishment of librarians, which leads to the unsustainable development of subject service and difficulties of forming a positive long-term mechanism. From the point view of user behavior habits, this study aims to provide reference for university libraries to develop sustained and effective subject services by cultivating users' active triggering behavior of demand pain points, developing dependence on subject service habits, and enhancing users' stickiness and loyalty.[Method/process] Based on the hook model theory and information interaction model, a questionnaire was designed to investigate the behavior habits and needs of users of subject service in acquiring and utilizing academic resources. Then, by investigating the behavior characteristics and rules of different users, the real needs of users were found and located, and a three-stage anchored service strategy framework was constructed.[Result/conclusion] The research shows that the three-stage service strategy follows the hook model theory, circulates and integrates with each other. It can give full play to the advantages of each librarian's specialty and team cooperation, enhance the value of subject service and user loyalty, stimulate users' pain points from the outside which from low to high, and users actively trigger and complete the pain points. Finally, staff precisely locate the pain points of users' needs and provide effective service incentives to induce users to re-invest or upgrade pain points, thus forming a closed-loop discipline services.

Key words: hook model, information interaction model, subject service, demand pain point

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