“有意义”不如“有意思”——论高校图书馆的营销策略

• 作 者: 刘汝建
• 机 构: 北京师范大学珠海分校图书馆,
• 出 处: 图书馆杂志
• 发表日期: 2017年11期
• 关键词: 高校图书馆 图书馆营销 营销策略 营销案例 创新营销 情感营销 营销方法 营销推广 国际营销 清华大学图书馆

面对来自外部的竞争和挑战以及自身发展的需要,图书馆需要创新营销方式和手段。文章通过对国内高校图书馆3个不同的营销案例的探讨得到启示:高校图书馆营销“有意义”不如“有意思”、高校图书馆营销需要“有点意思”。结合案例启示就高校图书馆营销如何从“有意义”走向“有意思”提出4点建议。

In the face of external competition and challenges as well as their own development needs, libraries need innovative marketing methods and means. The article obtains enlightenment through the discussion of three different marketing cases in the domestic university library: the marketing of the university library is not as meaningful as that of the university library marketing, the marketing of the university library needs “a little meaning ”. With the case of enlightenment on how the university library marketing from the “meaningful” to “interesting” put forward 4 suggestions.