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文章对获得历届国际图书馆协会联合会(IFLA)国际营销奖的高校图书馆项目进行了概述,并从营销的目标用户、营销的主要目的、营销的相关内容、营销的实际效果四个方面对这些获奖项目的成功之处进行了分析。接着以厦门大学图书馆的获奖项目“圕·时光”(Tuan Time)为研究主体,通过对厦门大学图书馆这一特色服务的营销内容、营销策略及活动机构进行介绍和研究,认为其为我国高校图书馆营销活动的开展带来了平台的多样性、主题的明确性、评估的必要性、反馈的及时性、参与的普及性和延续的重要性等启示。
The article gives an overview of the university library projects that have won the IFLA International Marketing Awards, and reviews four aspects of the university library project, namely, the target users of marketing, the main purpose of marketing, the relevant contents of marketing and the actual effect of marketing The success of these award-winning projects were analyzed. Then taking Xiamen University Library’s award-winning project “Tuan Time ” as the main body of study, by introducing and researching the marketing contents, marketing strategies and activities of this characteristic service of Xiamen University Library, It brings enlightenment on the diversity of the platform, the clarity of the subject, the necessity of assessment, the timeliness of feedback, the popularity of participation and the importance of continuance for the development of the marketing activities of university library in our country.