[Purpose/significance] By summarizing the progress of foreign library field on the research of marketing theory and the valuable experience gained in professional practice in the past ten years, this paper provides reference for the promotion of extensive marketing and generalization by Chinese Libraries.[Method/process] Using the method of bibliometric analysis, this paper analyzed the annual distribution, topics, and keywords of relevant papers on foreign library marketing theory research in the past ten years. Meanwhile, combined with the content analysis of high-impact literature, the hot spots and main views in this research field were clarified. Through network surveys, the classic cases of marketing and generalization in the international library field were deeply excavated in recent years. We summarized the experience gained by foreign library field in marketing and generalization practices, and concluded the features of the development trend of library marketing in recent years.[Result/conclusion] The extensive development of marketing and generalization work will definitely promote the transformation of the role of libraries. It will also effectively stimulate the spread of knowledge and service innovation. Chinese library marketing career has broad development prospects, and it should insist on taking user demands as the center. Under scientific and reasonable marketing strategic planning, it will integrate brand marketing, integrated marketing and digital marketing, in order to find a new way of library service innovation with Chinese characteristics.
Wang Zheng
,
Liu Yiyang
. The Progress and Enlightenment of Foreign Library Marketing Theory and Practice in the Last Decade[J]. Library and Information Service, 2020
, 64(24)
: 122
-132
.
DOI: 10.13266/j.issn.0252-3116.2020.24.014
[1] ZINELDIN M, PHILIPSON S. Kotler and borden are not dead:myth of relationship marketing and truth of the 4Ps[J]. Journal of consumer marketing, 2007, 24(4):229-241.
[2] GRÖNROOS C. From marketing mix to relationship marketing:towards a paradigm shift in marketing[J]. Management decision,1994,32(2):4-20.
[3] 吴建中.走向第三代图书馆[J].图书馆杂志.2016.35(6):4-6.
[4] Citespace使用[EB/OL].[2020-04-26].https://www.jianshu.com/p/c3139ee1cf1f.
[5] 2016年IFLA国际图书馆营销奖申请说明[EB/OL].[2020-06-10].https://www.ifla.org/node/9889.
[6] OZANNE LK, PAUL W. Ballantine.Sharing as a form of anti-consumption? an examination of toy library users[J]. Journal of consumer behaviour, 2010,9(6):11-12.
[7] LARIVIERE V, SUGIMOTO C R, CRONIN B. Bibliometric chronicling of library and information science's first hundred years[J]. Journal of the American Society for Information Science and Technology,2012,63(5):997-1016.
[8] JACOBSON T B. Facebook as a library tool:perceived vs. actual use[J]. College and research libraries, 2011, 72(1):79-90.
[9] MAHMOOD K. Adoption of Web2.0 in US academic libraries:a survey of ARL library websites[J]. Program-electronic library and information systems,2011,45(4):365-375.
[10] ANNAMDEVULA S. The effects of service quality on student loyalty:the mediating role of student satisfaction[J]. Journal of modelling in management,2016,11(2):446-462.
[11] CASSIDY E D, MARTINEZ M, SHEN L. Not in love, or not in the know? graduate student and faculty use (and non-use) of e-books[J]. Journal of academic librarianship,2012,38(6):326-332.
[12] COX B L, JANTTI M. Capturing business intelligence required for targeted marketing, demonstrating value, and driving process improvement[J]. Library and information science research,2012,34(4):308-316.
[13] ROMERO N L. ROI. Measuring the social media return on investment in a library[J]. Bottom line,2011,24(2):145-151.
[14] KHAN S A, BHATTI R. Application of social media in marketing of library and information services:a case study from Pakistan[J]. Webology,2012,9(1):A93.
[15] AYU A R R, ABRIZAH A. Do you Facebook? Usage and applications of facebook page among academic libraries in Malaysia[J]. International information and library review,2011,43(4):239-249.
[16] Events[EB/OL].[2020-06-12].https://www.nypl.org/events.
[17] New York Public Library five year library system plan of service (public library systems)2017-2021[EB/OL].[2020-06-22].https://www.nypl.org/sites/default/files/2017-2021-plan-of-service.pdf.
[18] Why New York City's libraries forgave all fines on children's cards[EB/OL].[2020-04-26]. https://www.realsimple.com/work-life/entertainment/nyc-library-fine-amnesty.
[19] ABOUT UBC[EB/OL].[2020-06-13].https://www.ubc.ca/about/.
[20] Library strategic framework[EB/OL].[2020-06-13].https://about.library.ubc.ca/about-us/strategic-framework/#engage-with-communities-1.
[21] 2018 UBC library digital colouring books campaign[EB/OL].[2020-04-26].https://www.ifla.org/node/34315.
[22] 董文琪.非营利组织的合作营销研究[M].长沙:中南大学出版社,2007:21.
[23] About us[EB/OL].[2020-06-22].http://www.nlb.gov.sg/WhoWeAre/AboutUs/AboutNLB.aspx.
[24] 谢莉.新加坡国家图书馆管理局的营销理念与实践[J].图书馆,2012(1):75-78.
[25] 戴鹭涛,苏海潮.针对读者需求的图书馆营销策略[J].图书情报工作,2005, 49(8):124-126.
[26] MATHEWS B.Marketing today's academic library:a bold new approach to communicating with students[EB/OL].[2020-04-26].https://www.alastore.ala.org/content/marketing-todays-academic-library-bold-new-approach-communicating-students.
[27] The S.U.R.E. Story[EB/OL].[2020-06-22].https://www.las.org.sg/wp/bulletin/?s=S.U.R.E.
[28] 新加坡在全球人类发展指数名列18[EB/OL].[2020-06-22].http://news.sohu.com/20130317/n369117798.shtml.
[29] 初景利.图书馆发展变革与服务转型[M].北京:国家图书馆出版社2012:278-284.
[30] Strategy 2018-22[EB/OL].[2020-06-22].https://www.bodleian.ox.ac.uk/about/strategy.
[31] Cultural policy[EB/OL].[2020-06-13]. https://www.bodleian.ox.ac.uk/about/policies/cultural_policy.
[32] 王峥.国外图书馆展览服务研究与实践及借鉴[J].图书情报工作,2020,64(2):139-148.
[33] Bodleian libraries year in review 2017/2018[EB/OL].[2020-06-22].https://www.bodleian.ox.ac.uk/__data/assets/pdf_file/0007/261646/YrinReview_17-18_0719_ONLINE.pdf.
[34] MCCARTHY E J. Basic marketing:a managerial approach[M]. Sixthed:Richard. Irwin, Inc,1978:36.
[35] 奥格威.一个广告人的自白[M].林桦,译.北京:中国物价出版社,2003:3.
[36] 开放数据竞赛[EB/OL].[2020-06-13].http://opendata.library.sh.cn/.
[37] 韩立娇.公共图书馆深度营销策略研究[D].哈尔滨:黑龙江大学,2019.
[38] 整合营销[EB/OL].[2020-06-13].https://baike.baidu.com/item/%E6%95%B4%E5%90%88%E8%90%A5%E9%94%80.
[39] 王世伟.论公共图书馆服务品牌[J].中国图书馆学报,2018,44(6):4-24.
[40] "中国科学院科技创新年度巡展2019"在京开幕[EB/OL].[2020-06-22].https://museum.ac.cn/consultation/detail/503.html.
[41] 王赛. 营销4.0:从传统到数字,营销的"变"与"不变"——"现代营销学之父"菲利普·科特勒专访[J].清华管理评论,2017(3):60-64.
