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以营销组合理论为基础,以中国高校人文社会科学文献中心(CASHL)的服务营销为案例,通过对CASHL营销活动的分析,总结图书馆文献资源共建共享体系开展服务营销时需要注意的7个关键影响因素,即:用户市场调研与市场细分、特定的信息产品与品牌服务、低廉的价格、金字塔形的用户培育、顺畅的渠道、公共关系管理和营销效果评估。以期为其他文献信息服务机构提供参考借鉴。
Based on the theory of marketing mix, taking CASHL’s service marketing as an example, through the analysis of CASHL marketing activities, this paper summarizes seven issues that need attention in service marketing of library document resources co-construction and sharing system The key influencing factors are: user market research and market segmentation, specific information products and brand services, low prices, pyramid-shaped user training, smooth channels, public relations management and marketing effectiveness assessment. In order to provide reference for other literature information service agencies.