| 从图书馆的服务特性谈图书馆服务营销 |
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| 引用本文： | 张明霞.从图书馆的服务特性谈图书馆服务营销[J].现代情报,2009,29(10):49-52. |
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| 作者姓名： | 张明霞 |
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| 作者单位： | 昆明学院图书馆,云南,昆明,650031 |
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| 摘 要： | 图书馆服务的无形性、生产与消费的同步性和无形要素主导价值创造等五大服务特性,决定了以读者满意为目标、读者有效参与、建立良好的读者关系以及图书馆各职能部门间的配合为图书馆服务营销的特点。图书馆服务营销策略中的有形展示、过程管理和内部营销构成了图书馆服务营销成功的关键因素。
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| 关 键 词： | 图书馆服务 服务特性 服务营销 过程管理 内部营销 读者关系 |
Study on Marketing for Library Service from its Characteristics of Services |
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| Authors: | Zhang Mingxia |
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| Institution: | Library, Kunming Institute, Kunming 650031, China |
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| Abstract: | It was the characteristics of marketing for the library services that the library devoted to seek satisfaction from the readers as the goal, made effective participation of the reader, establish a good relationship between the readers and themselves, and achieved favorable co - ordination among all functional departments, which should be determined by five important characteristics, such as intangible nature of library services, synchronization between production and consumption, and intangible elements managing value creation, etc. It was the physical display, process management and internal marketing that constituted the key factor in successful marketing of library services. |
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| Keywords: | service of library characteristics of services services marketing process management internal marketing relationship with readers |
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