[Purpose/significance] Effective dissemination stimulates and improves the marketing effect, and specific marketing case analysis facilitates the understanding of the library marketing. [Method/process] Based on the event of reader's message in Dongguan library during the Dragon Boat Festival in 2020, this paper restored the dissemination process of the whole event and emphasized the importance of professional media in library marketing dissemination. Also, under the concept of “agenda setting” of communication science, this paper explored the launching plans of daily marketing work of libraries and professional media through the setting and content of communication topics. [Result/conclusion] Professional competence is the premise of library marketing; systematic planning of the communication content of professional media is an effective way to draw the attention of the public to libraries; and peer cohesion is a powerful guarantee for maximizing marketing effect.
Li Donglai
,
Zhu Ji
. Thought on Library Marketing from the Event of “Reader's Message to Dongguan Library”[J]. Library and Information Service, 2021
, 65(1)
: 70
-75
.
DOI: 10.13266/j.issn.0252-3116.2021.01.011
[1] LAWRENCE C. Libraries:a marketable resource[J]. Canadian library journal,1977,17(2):24-26.
[2] ROWLEY J E. From storekeeper to salesman implementing in the marketing concept in libraries[J]. Library review,1995,44(1):72-75.
[3] BALDOCK C. Marketing libraries:a survival course[J]. Library management,1993,14(1):14-19.
[4] LANGFORD D. Re-branding academic libraries in tough times:attracting students through marketing[J].Strategic direction,2010,9(3):41-44.
[5] CHAN C. Marketing the academic library with online social network advertising[J]. Library mangement,2012,33(8/9):479-489.
[6] JONES T. Why take a reader-centered approach[EB/OL].[2020-12-19]. http://www.openingthebook.com/archive/branching-out.
[7] TRAIN B, ELKIN F."Measuring the unmeasurable":reader development and its impacting on performance measurement in the public library sector. Library review,2001,50(6):18-24.
[8] 欧育新. 图书馆导入公共关系与市场营销的探讨[J].理论导报,2006(6):25-39.
[9] 胡国芳.略论营销理念与公共关系在图书馆中的融合[J].农业图书情报学刊,2004(12):46-48.
[10] 刘怡君.4R营销策略在公共图书馆全民阅读活动中的应用研究[J].四川图书馆学报,2016(6):48-51.
[11] 任永芳.WTO与图书馆品牌营销[J].图书馆工作与研究,2003(5):55-56.
[12] 方皓.我国公共图书馆营销面临的挑战及应对策略[J]. 智库时代,2017(9):164-165.
[13] 宁阳.公共图书馆营销实践的新探索[J].图书馆学刊,2015,37(2):16-18.
[14] 郭庆光.传播学教程[M].北京:中国人民大学出版社,2011.
[15] LASSWELL H. The structure and function of communication[A]//BRYSON L. The communication of ideas. New York:The Institute for Religious and Social Studies, 1948.
[16] 张蔚林,陈幼华.当代图书馆的媒介形象建构——以《人民日报》 2009-2018年报道为例[J]. 图书馆论坛,2020,40(1):96-104.
