效能视角下的图书馆营销——以IFLA国际营销奖项目为例
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摘要
全媒体时代下,图书馆营销是促进图书馆的服务与资源更好地融入社会、扎根社会、造福社会的重要过程。文章在分析图书馆营销要素的基础上,探究2002-2017年IFLA国际营销奖获奖项目在效能上的共性与个性特征,以期为国内图书馆发掘和借鉴获奖营销项目背后的效能理念与营销策略提供方法思路。研究发现不同图书馆营销类型间存在的效能结构差异、图书馆营销在当下与未来的主流趋势等要点,并获得若干对于国内图书馆营销开展的启示。
In the age of media-merging, library marketing has been an important operation process in which libraries try to strengthen their resources and improve their services so as to make themselves integrated into and rooted in the society, and in turn benefit the society better. Based on an analysis of the elements of library marketing, this paper explores the effectiveness of IFLA International Marketing Awards winners from 2002 to2017, aiming to provide a feasible method for domestic libraries to understand and learn from those winners' concepts of effectiveness and marketing strategies. It points out the effective differences of those library marketing strategies, sums up their main trends,and gives some advice for future domestic library marketing.
In the age of media-merging, library marketing has been an important operation process in which libraries try to strengthen their resources and improve their services so as to make themselves integrated into and rooted in the society, and in turn benefit the society better. Based on an analysis of the elements of library marketing, this paper explores the effectiveness of IFLA International Marketing Awards winners from 2002 to2017, aiming to provide a feasible method for domestic libraries to understand and learn from those winners' concepts of effectiveness and marketing strategies. It points out the effective differences of those library marketing strategies, sums up their main trends,and gives some advice for future domestic library marketing.
引文
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[2]詹洁,王祝康,易红.IFLA国际营销奖公共图书馆获奖案例研究及启示[J].图书馆理论与实践,2016(5):81-86.
[3]程晓岚.厦门大学图书馆的“圕·时光”营销实践与启示——以对IFLA国际营销奖高校图书馆的获奖项目分析为切入点[J].图书与情报,2016(5):62-69.
[4]秦晓婕.IFLA图书馆国际营销奖及其背后的营销理念[J].图书情报工作,2014,58(6):142-146.
[5]新华社.中共中央关于全面深化改革若干重大问题的决定[EB/OL].[2017-05-02].http://news.xinhuanet.com/2013-11/15/c_118164235.htm.
[6]新华社.中共中央办公厅、国务院办公厅印发《关于加快构建现代公共文化服务体系的意见》[EB/OL].[2017-05-02].http://www.gov.cn/xinwen/2015-01/14/content_2804250.htm.
[7]e线图情专访.李国新:“十三五”时期现代公共文化服务体系建设的重点任务[EB/OL].[2017-05-15].http://lib.notefirst.com/booklife/19826/default.aspx.
[8]IFLA.IFLA 9th Marketing Award Winners Announced[EB/OL].[2017-05-04].https://www.ifla.org/news/ifla-9th-marketing-award-winners-announced.
[9]UT Library.Project of University of Tartu Library“Talking Textbooks”was awarded an International Marketing Award[EB/OL].[2017-05-04].https://www.ut.ee/en/news/project-university-tartu-library-talking-textbooks-was-awarded-internationalmarketing-award?language=en.
[10]UT Library.UT Library continues with the pop-up reading rooms[EB/OL].[2017-05-04].https://utlib.ut.ee/en/ut-library-continues-pop-reading-rooms.
[11]Information Today.The 3rd Annual IFLA/3M International Marketing Award winners named[EB/OL].[2017-04-28].http://www.infotoday.com/mls/sep04/koontz.shtml.
[12]厦门大学图书馆.圕·时光[EB/OL].[2017-05-01].http://tuan.xmulib.org.
[13]厦门大学图书馆.新浪微博#圕·时光#话题[EB/OL].[2017-05-01].http://weibo.com/p/100808ba818108a469ba1730aebbe625cd6c19?k=%E5%9C%95%C2%B7%E6%97%B6%E5%85%89&_from_=huati_thread.[14]
[29]IFLA.12th IFLA International Marketing Award Winners Announced[EB/OL].[2017-05-01].https://www.ifla.org/files/assets/management-and-marketing/marketing-award/ifla_-_2014_press_release_draft_nm_edits_21_march_2014_2.pdf.
[15]JiíMahen Library.E-tenív tramvaji[EB/OL].[2017-05-01].http://www.kjm.cz/e-cteni.
[16]JiíMahen Library.Tramvaj tená[EB/OL].[2017-05-01].http://www.kjm.cz/tramvaj.
[17]JiíMahen Library.Propagace a hodnocení[EB/OL].[2017-05-01].http://www.kjm.cz/pruzkumpropagace.
[18]SRT2011.“爱上图书馆”微电影优酷节目单[EB/OL].[2017-05-04].http://i.youku.com/i/UMzc4MDk4Mj Q w.
[19]清华大学图书馆.“爱上图书馆”之图书排架游戏试运行[EB/OL].[2017-05-04].http://lib.tsinghua.edu.cn/dra/news/annoucement/2930.
[20]清华大学图书馆.清华大学“爱上图书馆第二季”宣传效果调研[EB/OL].[2017-05-04].http://www.sojump.com/report/3393464.aspx.
[21]ZEB MED.ZB MED ausgezeichnet aufdem Weltkongress Bibliothek[EB/OL].[2017-04-27].http://www.zbmed.de/fileadmin/user_upload/Pressemitteilungen/PM_IFLA_09082011.pdf.
[22]LIVIVO.ABOUT LIVIVO[EB/OL].[2017-04-27].https://www.livivo.de/app/misc/help/about.
[23]ZEB MED.LIVIVO[EB/OL].[2017-04-27].https://www.zbmed.de/en/about/key-activities/livivo/.
[24]IFLA.8th IFLA International Marketing Award[EB/OL].[2017-05-01].https://www.ifla.org/news/8th-iflainternational-marketing-award-winners?og=75.
[25]Satya Vegi.Thank You ISB[EB/OL].[2017-05-01].http://www.isb.edu/graduation-day-2017/lifeatisb/write-up-by-satya-vegi.
[26]上海图书馆.开放数据2016应用开发竞赛展[EB/OL].[2017-04-29].http://pcrc.library.sh.cn/opendata Contest Presentation.html.
[27]上海图书馆.上海图书馆馆藏家谱网上家谱数字化第三批即将上线[EB/OL].[2017-04-29].http://beta.library.sh.cn/SHLibrary/newsinfo.aspx?id=369.
[28]N ational Library Board.ABOUT S.U.R.E[EB/OL].[2017-04-30].http://www.nlb.gov.sg/sure/wp-content/uploads/2014/01/N ILB_About_lowres_FA.pdf.
[30]N ational Library Board.S.U.R.E[EB/OL].[2017-04-30].http://www.nlb.gov.sg/sure/.
[31]IFLA.IFLA Bib Libre International Library Marketing Award:Apply now![EB/OL].[2017-07-03].https://www.ifla.org/node/9898.
[32]WREK.LOST IN STACK[EB/OL].[2017-04-27].https://www.wrek.org/lostinthestacks/.