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在概述图书馆传统“以用户需求为中心”的纵向营销理论和方法的基础上,引入水平营销的概念,分析水平营销与纵向营销的具体区别,指出水平营销是纵向营销的补充。建议将水平营销应用到图书馆服务之中,采取超越用户需求导向的水平营销模式创新服务,通过应用横向思维开展图书馆工作,全面提升图书馆服务水平和质量。
Based on the longitudinal marketing theories and methods of library tradition “user - centered demand ”, this paper introduces the concept of horizontal marketing and analyzes the specific differences between horizontal marketing and vertical marketing. It points out that horizontal marketing is a supplement to vertical marketing. It is suggested that horizontal marketing should be applied to library services, innovation service should be horizontal marketing mode that goes beyond user needs, and library work should be carried out by applying horizontal thinking so as to improve the service level and quality of libraries in an all-round way.