| 营销思想在图书馆管理中的变迁与应用 |
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| 引用本文： | 张涛,蔡红.营销思想在图书馆管理中的变迁与应用[J].江西图书馆学刊,2011,41(2):30-32. |
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| 作者姓名： | 张涛 蔡红 |
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| 作者单位： | 广东商学院图书馆,广东,广州,510320 |
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| 摘 要： | 图书馆虽然是非营利性组织，但营销已经成为图书馆管理中一个重要的内容。从营销思想的历史变迁入手．阐述图书馆应采用“以读者为导向”的营销哲学以提高图书馆的管理水平，提出在“以读者为导向”的图书馆营销实践中，图书馆应了解读者需求，通过市场细分与目标市场定位，确定营销对象，并依据实际需求．选择恰当的营销组合策略。
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| 关 键 词： | 图书馆营销 营销理论 图书馆管理 读者导向 营销策略 |
The Change and Application of Marketing Theory in Library Management |
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| ZHANG Tao,CAI Hong.The Change and Application of Marketing Theory in Library Management[J].The Journal of the Library Science in Jiangxi,2011,41(2):30-32. |
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| Authors: | ZHANG Tao CAI Hong |
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| Institution: | (Library of Guangdong University of Business Studies,Guangzhou 510320,China) |
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| Abstract: | Although hbrary is non-profit organization, marketing has become an important content in library management. Through studying the history of marketing philosophy, this paper tries to establish management idea of ＂readeroriented＂ to promote the library management level, puts forward library should understand readers＇ demands, determine the object of library marketing by market segmentation and market positioning, and choose appropriate marketing strategies according to actual needs in library marketing practice with ＂reader-oriented＂ idea. |
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| Keywords: | library marketing marketing theory library management reader-oriented marketing strategy |
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