面向复合阅读的服务渠道融合:基于深圳图书馆的案例分析
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摘要
[目的/意义]通过系统分析图书馆服务渠道的发展历程和渠道融合的内在机制,构建图书馆服务渠道融合模式,以期为图书馆服务渠道融合提供借鉴。[研究设计/方法]采用案例研究法对深圳图书馆服务渠道的建设历程、融合维度、融合支撑条件进行探讨。[结论/发现]图书馆服务渠道建设经历了从单渠道到多渠道和跨渠道的演进,渠道之间通过渠道接入融合、资源融合、流程融合、信息融合、服务融合达成互补协同,由数据层、资源层、业务层的统一技术平台、统一资源建设、物流体系支撑,实现服务渠道融合。[创新/价值]面向复合阅读,对图书馆服务渠道融合的发展历程和内在机制进行系统剖析,为未来图书馆渠道融合及相关研究提供思路。
[Purpose/Significance]By systematically analyzing the development history and the internal integration mechanism of library service channels, this paper has developed an integration mode for library service channels, which could provide a reference for libraries. [Design/Methodology]Taking Shenzhen Library as an example, this paper studied the developing progress, integration dimensions, and support conditions of the service channels. [Findings/Conclusion]Library services have evolved from single channel to multiple and cross-cutting channels. Complementary synergy has been achieved through channel access integration, resource integration, process integration, information integration, and service integration, while channel integration has been accomplished with the help of unified technology platform, resource construction, and logistics system from data, resource and business layers. [Originality/Value]This paper systematically analyzes the development progress and internal mechanism of channel integration of library services in the context of hybrid reading, which could shed a light for the future study.
[Purpose/Significance]By systematically analyzing the development history and the internal integration mechanism of library service channels, this paper has developed an integration mode for library service channels, which could provide a reference for libraries. [Design/Methodology]Taking Shenzhen Library as an example, this paper studied the developing progress, integration dimensions, and support conditions of the service channels. [Findings/Conclusion]Library services have evolved from single channel to multiple and cross-cutting channels. Complementary synergy has been achieved through channel access integration, resource integration, process integration, information integration, and service integration, while channel integration has been accomplished with the help of unified technology platform, resource construction, and logistics system from data, resource and business layers. [Originality/Value]This paper systematically analyzes the development progress and internal mechanism of channel integration of library services in the context of hybrid reading, which could shed a light for the future study.
引文
1,8,40 李桂华.复合阅读行为:全媒体时代的阅读行为新形态 [J].图书情报知识,2019(3):18-24.
2 李桂华,刘静.转向:全媒体时代青少年复合阅读图景[J].中国图书馆学报,2019,45(2):72-87.
3,11,23,25 罗昌华.基于全渠道理论的图书馆资源建设与服务模式重构[J].图书情报工作,2018(3):40-46.
4 人民代表大会常务委员会.中华人民共和国公共图书馆法[EB/OL].[2018- 03-12].http:// w ww.npc.gov.cn/npc/xinwen/201711/04/content_2031427.htm.
5,7 李正超.基于O2O的图书馆线上与线下互动融合模式探析[J].图书馆工作与研究,2018(6):54-57.
6 曹卫清.O2O闭环模式在图书馆服务中的应用探析[J].图书情报导刊,2017(4):21-22.
9 兰孝慈.供给侧改革视阈下高校图书馆O2O服务模式构建的策略研究[J].情报探索,2018(11):117-121.
10 崔宏强.线上线下一体化服务在图书馆中的应用刍议[J].教育教学论坛,2018(44):267-268.
12 孟魁.网上销售渠道与传统销售渠道的融合研究[J].长江大学管理学院学报,2015(32):22.
13,35 Berman B,Thelen S.A Guide to Developing and Managing a Well-integrated Multi-channel Retail Strategy[J].International Journal of Retail & Distribution Management,2004,32(3):1 47-156.
14,34 张沛然等.互联网环境下的多渠道管理研究——一个综述[J].经济管理,2017,39(1):134-146.
15 赵旭晖,赵博,刘志.从多渠道到全渠道:互联网背景下传统零售企业转型升级路径——基于银泰百货和永辉超市的双案例研究[J].北京工商大学学报(社会科学版),2018(33):27-28.
16 Neslin S A,Grewal D,Leghorn R,et al.Challenges and Opportunities in Multichannel Custom er Management[J].Journal of Service Research,2006,9(2):95-112.
17,33,38 Robey D,Schwaig K S,Jin L.Intertwining Material and Virtual Work[J].Information and Organization,2003,13(2):111-129.
18 Zhang J,Paul W F,John W I,et al.Crafting Integrated Multi-ch annel Retailing Strategies[J].Journal of Interactive Marketing,2010(2):168–180.
19 王竹泉,徐金泉.渠道融合、协同与营运资金管理绩效提升——基于农林牧渔业供应链运作的多案例研究[J].财会月刊,2010(4):3-5.
20 Davis R,Buchanan O M,Brodie R J.Retail Service Branding in Electronic-Commerce Envir onments[J].Journal of Service Research,2000,3 (2):178.
21 Schramm K H,Morschett D.Retail Channel Portfolios:Channel-Attributes or Integration- Benefit – What Counts More?[J].European Advances in Consumer Research,2006(7):377-384.
22 Rigby D.The Future of Shopping[J].Harvard Business Review,2011(12):64-75.
24 李飞.全渠道零售的含义、成因及对策——再论迎接中国多渠道零售革命风暴[J].北京工商大学学报,2013,28(2):1-11.
26,32 Yin R K.Case Study Research:Design and Methods[M].London:Sage Publications,2013.
27 毛基业,陈诚.案例研究的理论构建:艾森哈特的新洞见[J].管理世界,2017(2):135-141.
28 Eisenhardt K M.Building Theories from Case Study Research[J].Academy of Management Review,1989,14(4):532-550.
29 Patton M Q.How to Use Qualitative Methods in Evaluation[M].Newbury Park:CA Sage publications,1987.
30 谭祥金.深圳图书馆的成功之路[J].图书馆论坛,2007,27(3):159-162.
31 深圳政府在线.深圳列十大数字阅读城市榜首[EB/OL].[2019-03-28].http://news.sina.co m.cn/c/2018-04-17/doc-ifyuwqfa2768290.shtml.
36 徐俊波.品牌服装企业线上线下营销渠道冲突及协同管理研究[D].长春:吉林财经大学,2018:19-20.
37 Bravo R,Iversen N M,Pina J M.Expansion Strategies for Online Brands Going Offline[J].Marketing Intelligence & Planning,2011,29(2):195-213.
39 Bendoly E,Blocher J D,Bretthauer K M,et al.Online/In-Store Integration and Customer Rentention[J].Journal of Service Research,2005 (4):313-327.
2 李桂华,刘静.转向:全媒体时代青少年复合阅读图景[J].中国图书馆学报,2019,45(2):72-87.
3,11,23,25 罗昌华.基于全渠道理论的图书馆资源建设与服务模式重构[J].图书情报工作,2018(3):40-46.
4 人民代表大会常务委员会.中华人民共和国公共图书馆法[EB/OL].[2018- 03-12].http:// w ww.npc.gov.cn/npc/xinwen/201711/04/content_2031427.htm.
5,7 李正超.基于O2O的图书馆线上与线下互动融合模式探析[J].图书馆工作与研究,2018(6):54-57.
6 曹卫清.O2O闭环模式在图书馆服务中的应用探析[J].图书情报导刊,2017(4):21-22.
9 兰孝慈.供给侧改革视阈下高校图书馆O2O服务模式构建的策略研究[J].情报探索,2018(11):117-121.
10 崔宏强.线上线下一体化服务在图书馆中的应用刍议[J].教育教学论坛,2018(44):267-268.
12 孟魁.网上销售渠道与传统销售渠道的融合研究[J].长江大学管理学院学报,2015(32):22.
13,35 Berman B,Thelen S.A Guide to Developing and Managing a Well-integrated Multi-channel Retail Strategy[J].International Journal of Retail & Distribution Management,2004,32(3):1 47-156.
14,34 张沛然等.互联网环境下的多渠道管理研究——一个综述[J].经济管理,2017,39(1):134-146.
15 赵旭晖,赵博,刘志.从多渠道到全渠道:互联网背景下传统零售企业转型升级路径——基于银泰百货和永辉超市的双案例研究[J].北京工商大学学报(社会科学版),2018(33):27-28.
16 Neslin S A,Grewal D,Leghorn R,et al.Challenges and Opportunities in Multichannel Custom er Management[J].Journal of Service Research,2006,9(2):95-112.
17,33,38 Robey D,Schwaig K S,Jin L.Intertwining Material and Virtual Work[J].Information and Organization,2003,13(2):111-129.
18 Zhang J,Paul W F,John W I,et al.Crafting Integrated Multi-ch annel Retailing Strategies[J].Journal of Interactive Marketing,2010(2):168–180.
19 王竹泉,徐金泉.渠道融合、协同与营运资金管理绩效提升——基于农林牧渔业供应链运作的多案例研究[J].财会月刊,2010(4):3-5.
20 Davis R,Buchanan O M,Brodie R J.Retail Service Branding in Electronic-Commerce Envir onments[J].Journal of Service Research,2000,3 (2):178.
21 Schramm K H,Morschett D.Retail Channel Portfolios:Channel-Attributes or Integration- Benefit – What Counts More?[J].European Advances in Consumer Research,2006(7):377-384.
22 Rigby D.The Future of Shopping[J].Harvard Business Review,2011(12):64-75.
24 李飞.全渠道零售的含义、成因及对策——再论迎接中国多渠道零售革命风暴[J].北京工商大学学报,2013,28(2):1-11.
26,32 Yin R K.Case Study Research:Design and Methods[M].London:Sage Publications,2013.
27 毛基业,陈诚.案例研究的理论构建:艾森哈特的新洞见[J].管理世界,2017(2):135-141.
28 Eisenhardt K M.Building Theories from Case Study Research[J].Academy of Management Review,1989,14(4):532-550.
29 Patton M Q.How to Use Qualitative Methods in Evaluation[M].Newbury Park:CA Sage publications,1987.
30 谭祥金.深圳图书馆的成功之路[J].图书馆论坛,2007,27(3):159-162.
31 深圳政府在线.深圳列十大数字阅读城市榜首[EB/OL].[2019-03-28].http://news.sina.co m.cn/c/2018-04-17/doc-ifyuwqfa2768290.shtml.
36 徐俊波.品牌服装企业线上线下营销渠道冲突及协同管理研究[D].长春:吉林财经大学,2018:19-20.
37 Bravo R,Iversen N M,Pina J M.Expansion Strategies for Online Brands Going Offline[J].Marketing Intelligence & Planning,2011,29(2):195-213.
39 Bendoly E,Blocher J D,Bretthauer K M,et al.Online/In-Store Integration and Customer Rentention[J].Journal of Service Research,2005 (4):313-327.