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用户满意导向理念已经在许多国家的赢利性组织中得到很好的运用并获得成功,并且扩展到公共事业、政府部门、教育等非营利组织。文章以此为图书馆营销的逻辑起点,从营销基础——产品、营销核心——服务、营销升华——品牌、营销发展——沟通4个方面对图书馆进行营销规划,通过对用户行为的分析,提升以解决用户问题为核心的信息服务,从而提高用户对图书馆的满意度和忠诚度。
The concept of customer satisfaction has been well used and successful in many countries’ for-profit organizations and extended to public utilities, government departments, education and other non-profit organizations. This article takes this as the logic starting point of the library marketing, carries on the marketing planning to the library from the marketing foundation - the product, the marketing core - the service, the marketing sublimation - the brand, the marketing development - the communication 4 aspects, through to the user behavior Analyze and improve the information service that solves the user problem as the core, so as to improve the user’s satisfaction and loyalty to the library.