大学图书馆电子资源营销策略研究与实践
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摘要
本文以大学图书馆电子资源为研究背景,通过大规模的用户调查,了解复旦大学图书馆的电子资源利用现状,研究图书馆的电子资源营销推广实践,通过不同的营销策略来改进目前电子资源营销中的薄弱环节,同时为大学图书馆制定适合不同用户群的电子资源营销策略进行方法上的探索,期望对其它图书馆起到借鉴作用。
首先,综述了大学图书馆电子资源营销策略的国内外研究现状。概述了营销策略理论,介绍4P、4C、4R、4V营销策略组合的内涵,并简述了电子资源营销的概念。
其次,通过大规模用户调查,掌握复旦大学图书馆用户使用电子资源的实际情况,测评用户对电子资源内容、使用、服务、沟通渠道等方面的满意程度,寻找用户在电子资源使用中出现的问题,分析大学图书馆在营销过程中存在的不足。
然后,归纳大学图书馆电子资源用户的思维模式,发现用户使用意愿的影响因素,进一步研究使用决策的影响因素,从情感风险和需求风险角度分析使用行为的影响因素。在此基础上研究大学图书馆电子资源营销策略。
最后,结合电子资源的利用现状及图书馆在电子资源营销推广中所做的工作进行分析,研究复旦大学图书馆在实际工作中的电子资源4P营销策略、4R和4P相结合的营销策略。为大学图书馆电子资源的未来发展规划提供参考,期望对其它类型图书馆起到借鉴作用。
This paper, setting electronic resources as background, aimed to investigate the utilization of electronic resources and analyse the electronic resources marketing in Fudan University Library(FUL). We found the vulnerabilities by the large-scale user's survey, then made the appropriate marketing strategies. We also explored the methods of marketing strategies for different users in university libraries, expected to use its reference for other types of libraries.
Firstly, this paper summarized the status of university libraries'electronic resources marketing strategies at both home and aboard, overviewed the marketing strategy theories, introduced the meaning of 4P,4C,4R and 4V, summed up the electronic resource marketing concept briefly.
Secondly, this paper would like to master the actual utilization by the large-scale user's survey, evaluated the satisfactions of products, usage, services as well as communication about electronic resources, and then found several kinds of using problems. According to these situations, we further analyzed the insufficiencies which existed in the university library marketing process.
Thirdly, concluded the users'thinking model about electronic resources, discovered the influence factors of user's intention, decision-making & behavior respectively. Based on the construction, we wanted to do research on electronic resource marketing strategies.
Finally, combining electronic resource utilization with current marketing situation, this research focused on the 4P marketing strategy,4R and 4P combination marketing strategy of FUL. Overall, we hope to provide the reference for university libraries' development plans and set an example for other types of libraries in the future.
首先,综述了大学图书馆电子资源营销策略的国内外研究现状。概述了营销策略理论,介绍4P、4C、4R、4V营销策略组合的内涵,并简述了电子资源营销的概念。
其次,通过大规模用户调查,掌握复旦大学图书馆用户使用电子资源的实际情况,测评用户对电子资源内容、使用、服务、沟通渠道等方面的满意程度,寻找用户在电子资源使用中出现的问题,分析大学图书馆在营销过程中存在的不足。
然后,归纳大学图书馆电子资源用户的思维模式,发现用户使用意愿的影响因素,进一步研究使用决策的影响因素,从情感风险和需求风险角度分析使用行为的影响因素。在此基础上研究大学图书馆电子资源营销策略。
最后,结合电子资源的利用现状及图书馆在电子资源营销推广中所做的工作进行分析,研究复旦大学图书馆在实际工作中的电子资源4P营销策略、4R和4P相结合的营销策略。为大学图书馆电子资源的未来发展规划提供参考,期望对其它类型图书馆起到借鉴作用。
This paper, setting electronic resources as background, aimed to investigate the utilization of electronic resources and analyse the electronic resources marketing in Fudan University Library(FUL). We found the vulnerabilities by the large-scale user's survey, then made the appropriate marketing strategies. We also explored the methods of marketing strategies for different users in university libraries, expected to use its reference for other types of libraries.
Firstly, this paper summarized the status of university libraries'electronic resources marketing strategies at both home and aboard, overviewed the marketing strategy theories, introduced the meaning of 4P,4C,4R and 4V, summed up the electronic resource marketing concept briefly.
Secondly, this paper would like to master the actual utilization by the large-scale user's survey, evaluated the satisfactions of products, usage, services as well as communication about electronic resources, and then found several kinds of using problems. According to these situations, we further analyzed the insufficiencies which existed in the university library marketing process.
Thirdly, concluded the users'thinking model about electronic resources, discovered the influence factors of user's intention, decision-making & behavior respectively. Based on the construction, we wanted to do research on electronic resource marketing strategies.
Finally, combining electronic resource utilization with current marketing situation, this research focused on the 4P marketing strategy,4R and 4P combination marketing strategy of FUL. Overall, we hope to provide the reference for university libraries' development plans and set an example for other types of libraries in the future.
引文
1罗春荣,曹树金.电子馆藏及其发展政策研究[J].大学图书馆学报,2001(02)：37-41.
2 Association of College and Research Libraries. Marketing@Your Library. [EB/OL].:http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/index.cfm,2011-1-10:
3 Perceptions of Libraries,2010:Context and Community. [EB/OL].:http://www.oclc.org/reports/2010perceptions.htm,2011-3-19:
4 Fialkoff F. What's so bad about books? [J]. Library Journal,2006,131(1):9.
5 Tony Leisner. Should Libraries Engage in Marketing[EB/OL].: http://archive.ifla.org/IV/ifla61/61-leit. htm,2011-1-16:
6 Hearstill Y. The ALA glossary of library and information science[M]. Chicago:American Library Association,1983.
(?)柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
8 Huang-Yu Liu,Jung-Huei Shu. A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Librarv[J]. Journal of Educational Media & Library Sciences, 2008,45(3):331-356,26.
9 American Marketing Association Marketingpower. Definition of Marketing. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx[EB/OL].: 2011-1-16:
10 Kotler P. Marketing for Nonprofit Organizations[M]. Enqlewood Cliffs:Prentice-Hall,1975.
11 Glover, M. Marketing Today's Academic Library:A Bold New Approach to Communicating with Students[J]. Journal of Academic Librarianship,2009,35(6):605-606.
12菲利普·科特勒.营销管理[M].第12版.上海：上海人民出版社,2006.
13 Booms Bernard H., Bitner Mary Jo. Marketing Strategies and Organizational Structures for Service Firms[A]. In James H. Donnelly and William R. George, eds. Marketing Services[M]. Chicago:American Marketing Association,1981:47-51.
14 Philip Kotler. Megamarketing[J]. Harvard Business Review,1986,64(2):117-124.
15蒋素霞.基于6P理论的电信市场营销分析[J].通信企业管理,2006(12)：62-63.
16边凌雁.4P营销组合与7P营销组合的比较研究[J].商场现代化,2007(35)：85.
17谢春昌.营销组合理论的回顾与展望[J].商业研究.2009(3)：6-9.
18吴金明.新经济时代的“4V”营销组合[J].中国工业经济.2001(6)：70-75.
19谢春枝.数字图书馆营销的方式和策略分析[J].现代图书情报技术,2003(1)：7-9.
20李莉.数字图书馆横向发展中的4C理论[J].情报科学,2005,23(12)：1818-1822.
21刘昆雄,李慧玲,彭备芳.图书馆信息营销与信息资源开发研究[J].中国图书馆学报,2007(2)：47-51.
22冯湘君.基于用户信息行为的图书馆体验营销策略探析[J].图书馆工作与研究,2009(12)：3-6.
23吴俊英.整合4P和4C营销组合的数字图书馆营销策略[J].情报科学,2005,23(12)：1818-1822.
24柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
25Huang-Yu Liu,Jung-Huei Shu.A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Library[J].Journal of Educational Media＆Library Sciences, 2008,45(3):331-356,26.
27唐琼.基于用户满意度的图书馆电子资源质量评价模型研究[J].图书馆杂志,2007,26(07):46-53,62.
28 Gary W. White. Collaborative Collection Building of Electronic Resources:A Business Faculty/Librarian Partnership[J]. Collection Building,2004,23(4):177-181.
29张晓林.走向知识服务：寻找新世纪图书情报上作的生长点[J].中国图书馆学报,2000,(5)：32.
30张晓林,初景利,张久珍等.国际图书馆发展态势[J].图书情报工作动态,2002,(6)：2.
31张福德.电子商务概论[M].第1版.北京：清华大学出版社，2004：417.
32 Kyrillidou,Martha;Giersch,Sarah.Qualitative Analysis of Association of Research Libraries' E-Metrics Participant Feedback about the Evolution of Measure for Networked Electronic Resources[J]. The Library Quarterly,2004,74(4):423-440.
33 Bhattacherjee, A. Understanding Information Systems Continuance:An Expectation-Confirmation Model [J]. MIS Quaterly,2001,25(3):351-370.
34 Valarie A. Zeithaml. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence [J]. The Journal of Marketing,1988,52(3):2-22.
35 Del I.Hawkins等著.消费者行为学：英文版[M].第8版.北京：机械工业出版社,2002.
36 Robert B Woodruff.Customer value:The next source for competitive advantage [J]. Journal of Academy of Marketing Science,1997,25(2):139-153.
37栗桂玲.知识管理系统持续使用意愿之研究——以台中市卫生局为例[D].台湾：国立中正大学，2006.
38翟华丽.图书馆营销策略的建立与运用[J].情报杂志.2003(9)：6-7,10.
39 Jeanie M. Welch. The Electronic Welcome Mat:The Academic Library Web Site as a Marketing and Public Relations Tool[J]. The Journal of Academic Librarianship, 2005,31 (3):225-228.
40 Hannelore B. Rader. Building faculty-librarian partnerships to prepare students for information fluency:The time for sharing information expertise is now[J]. College and Research Libraries News,2004,65(2):74-76,80,83,90.
41 Chris Neuhaus, Kent Snowden. Public relations for a university library:a marketing programme is born [J]. Library Management,2003,24(4-5):193-203.
42张丽霞.我国研究型大学图书馆建设与发展研究[D].大连：大连理工大学,2005.
43艾略特·艾登伯格.4R营销：颠覆4P的营销新论[M].第2版.北京：企业管理出版社,2006.
44 Godwin J. Udo.Kallol K. Bagchi,Peeter J. Kirs. An assessment of customers' e-service quality perception, satisfaction and intention[J]. International Journal of Information Management,2010,30(6):481-492.
45凤凰网科技.高新民：web3.0是未来互联网的代名词[EB/OL].: http.//tech.ifeng.com/internet/detail_2011_01/07/4082063_0.shtml,2011-01-16:
46尚月.Web2.0环境下的大学图书馆营销实践[J].四川图书馆学报,2009(3)：10-12.
[1]罗春荣,曹树金.电子馆藏及其发展政策研究[J].大学图书馆学报,2001(02)：37-41.
[2]Association of College and Research Libraries. Marketing @Your Library. [EB/OL].:http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/index.cfm, 2011-1-10:
[3]Perceptions of Libraries,2010:Context and Community. [EB/OL].:http://www.oclc.org/reports/2010perceptions.htm,2011-3-19:
[4]Fialkoff F. What's so bad about books? [J].Library Journal,2006,131(1):9.
[5]Tony Leisner. Should Libraries Engage in Marketing[EB/OL].: http://archive.ifla.org/IV/ifla61/61-leit.htm,2011-1-16:
[6]Hearstill Y. The ALA glossary of library and information science[M]. Chicago: American Library Association,1983.
[7]柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
[8]Huang-Yu Liu,Jung-Huei Shu. A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Library[J]. Journal of Educational Media & Library Sciences,2008,45(3):331-356,26.
[9]American Marketing Association Marketingpower. Definition of Marketing. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx[EB/ OL].:2011-1-16:
[10]Kotler P. Marketing for Nonprofit Organizations [M]. Englewood Cliffs:Prentice-Hall,1975.
[11]Glover, M. Marketing Today's Academic Library:A Bold New Approach to Communicating with Students[J]. Journal of Academic Librarianship, 2009,35(6):605-606.
[12]菲利普·科特勒.营销管理[M].第12版.上海：上海人民出版社,2006.
[13]Booms Bernard H., Bitner Mary Jo. Marketing Strategies and Organizational Structures for Service Firms[A]. In James H. Donnelly and William R. George, eds. Marketing Services[M]. Chicago:American Marketing Association,1981:47-51.
[14]Philip Kotler. Megamarketing[J]. Harvard Business Review,1986,64(2):117-124.
[15]蒋素霞.基于6P理论的电信市场营销分析[J]. 理,2006(12)：62-63.
[16]边凌雁.4P营销组合与7P营销组合的比较研究[J].商场现代化,2007(35)：85.
[17]谢春昌.营销组合理论的回顾与展望[J].商业研究.2009(3)：6-9.
[18]吴金明.新经济时代的“4V”营销组合[J].中国工业经济.2001(6)：70-75.
[19]谢春枝.数字图书馆营销的方式和策略分析[J].现代图书情报技术,2003(1)：7-9.
[20]李莉.数字图书馆横向发展中的4C理论[J].情报科学,2005,23(12)：1818-1822.
[21]刘昆雄,李慧玲,彭备芳.图书馆信息营销与信息资源开发研究[J].中国图书馆学报,2007(2)：47-51.
[22]冯湘君.基于用户信息行为的图书馆体验营销策略探析[J].图书馆工作与研究,2009(12)：3-6.
[23]吴俊英.整合4P和4C营销组合的数字图书馆营销策略[J].情报科学,2005,23(12)：1818-1822.
[24]柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
[25]Huang-Yu Liu,Jung-Huei Shu. A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Library[J]. Journal of Educational Media & Library Sciences,2008,45(3):331-356,26.
[26]Landoy Ane, Repanovici Angela. Knowing the Needs. A System for Evaluating the University Library[A]. In:Anthi Katsirikou & Christos H Skiadas. Qualitative and Quantitative Methods in Libraries:Theory and Applications[C]. USA:World Scientific Publishing,2010:329-334.
[27]唐琼.基于用户满意度的图书馆电子资源质量评价模型研究[J].图书馆杂志,2007,26(07)：46-53,62.
[28]Gary W. White. Collaborative Collection Building of Electronic Resources:A Business Faculty/Librarian Partnership[J]. Collection Building,2004,23(4):177-181.
[29]张晓林.走向知识服务：寻找新世纪图书情报上作的生长点[J].中国图书馆学报,2000,(5)：32.
[30]张晓林,初景利,张久珍等.国际图书馆发展态势[J].图书情报工作动态,2002,(6)：2.
[31]张福德.电子商务概论[M].第1版.北京：清华大学出版社,2004：417.
[32]Kyrillidou,Martha;Giersch,Sarah.Qualitative Analysis of Association of Research Libraries'E-Metrics Participant Feedback about the Evolution of Measure for Networked Electronic Resources[J]. The Library Quarterly,2004,74(4):423-440.
[33]Bhattacherjee, A. Understanding Information Systems Continuance:An Expectation- Confirmation Model [J]. MIS Quaterly,2001,25(3):351-370.
[34]Valarie A. Zeithaml. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence [J]. The Journal of Marketing, 1988,52(3):2-22.
[35]Del I.Hawkins等著.消费者行为学：英文版[M].第8版.北京：机械工业出版社,2002.
[36]Robert B Woodruff.Customer value:The next source for competitive advantage [J]. Journal of Academy of Marketing Science,1997,25(2):139-153.
[37]栗桂玲.知识管理系统持续使用意愿之研究——以台中市卫生局为例[D].台湾：国立中正大学,2006.
[38]翟华丽.图书馆营销策略的建立与运用[J].情报杂志.2003(9)：6-7,10.
[39]Jeanie M Welch. The Electronic Welcome Mat:The Academic Library Web Site as a Marketing and Public Relations Tool[J]. The Journal of Academic Librarianship, 2005,31(3):225-228.
[40]Hannelore B. Rader. Building faculty-librarian partnerships to prepare students for information fluency:The time for sharing information expertise is now[J]. College and Research Libraries News,2004,65(2):74-76,80,83,90.
[4]Chris Neuhaus, Kent Snowden. Public relations for a university library:a marketing programme is born [J]. Library Management,2003,24(4-5):193-203.
[42]张丽霞.我国研究型大学图书馆建设与发展研究[D].大连：大连理工大学,2005.
[43]艾略特·艾登伯格.4R营销：颠覆4P的营销新论[M].第2版.北京：企业管理出版社,2006.
[44]Godwin J. Udo,Kallol K. Bagchi,Peeter J. Kirs. An assessment of customers' e-service quality perception, satisfaction and intention[J]. International Journal of Information Management,2010,30(6):481-492.
[45]凤凰网科技.高新民：web3.0是未来互联网的代名词[EB/OL].: http://tech.ifeng.com/internet/detail_2011_01/07/4082063_0.shtml,2011-01-16:
[46]尚月.Web2.0环境下的大学图书馆营销实践[J].四川图书馆学报,2009(3)：10-12.
2 Association of College and Research Libraries. Marketing@Your Library. [EB/OL].:http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/index.cfm,2011-1-10:
3 Perceptions of Libraries,2010:Context and Community. [EB/OL].:http://www.oclc.org/reports/2010perceptions.htm,2011-3-19:
4 Fialkoff F. What's so bad about books? [J]. Library Journal,2006,131(1):9.
5 Tony Leisner. Should Libraries Engage in Marketing[EB/OL].: http://archive.ifla.org/IV/ifla61/61-leit. htm,2011-1-16:
6 Hearstill Y. The ALA glossary of library and information science[M]. Chicago:American Library Association,1983.
(?)柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
8 Huang-Yu Liu,Jung-Huei Shu. A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Librarv[J]. Journal of Educational Media & Library Sciences, 2008,45(3):331-356,26.
9 American Marketing Association Marketingpower. Definition of Marketing. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx[EB/OL].: 2011-1-16:
10 Kotler P. Marketing for Nonprofit Organizations[M]. Enqlewood Cliffs:Prentice-Hall,1975.
11 Glover, M. Marketing Today's Academic Library:A Bold New Approach to Communicating with Students[J]. Journal of Academic Librarianship,2009,35(6):605-606.
12菲利普·科特勒.营销管理[M].第12版.上海：上海人民出版社,2006.
13 Booms Bernard H., Bitner Mary Jo. Marketing Strategies and Organizational Structures for Service Firms[A]. In James H. Donnelly and William R. George, eds. Marketing Services[M]. Chicago:American Marketing Association,1981:47-51.
14 Philip Kotler. Megamarketing[J]. Harvard Business Review,1986,64(2):117-124.
15蒋素霞.基于6P理论的电信市场营销分析[J].通信企业管理,2006(12)：62-63.
16边凌雁.4P营销组合与7P营销组合的比较研究[J].商场现代化,2007(35)：85.
17谢春昌.营销组合理论的回顾与展望[J].商业研究.2009(3)：6-9.
18吴金明.新经济时代的“4V”营销组合[J].中国工业经济.2001(6)：70-75.
19谢春枝.数字图书馆营销的方式和策略分析[J].现代图书情报技术,2003(1)：7-9.
20李莉.数字图书馆横向发展中的4C理论[J].情报科学,2005,23(12)：1818-1822.
21刘昆雄,李慧玲,彭备芳.图书馆信息营销与信息资源开发研究[J].中国图书馆学报,2007(2)：47-51.
22冯湘君.基于用户信息行为的图书馆体验营销策略探析[J].图书馆工作与研究,2009(12)：3-6.
23吴俊英.整合4P和4C营销组合的数字图书馆营销策略[J].情报科学,2005,23(12)：1818-1822.
24柯平,李琼.大学图书馆数字资源营销策略研究—以南开大学图书馆为例[J].晋图学刊,2007(2)：1-6.
25Huang-Yu Liu,Jung-Huei Shu.A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Library[J].Journal of Educational Media＆Library Sciences, 2008,45(3):331-356,26.
27唐琼.基于用户满意度的图书馆电子资源质量评价模型研究[J].图书馆杂志,2007,26(07):46-53,62.
28 Gary W. White. Collaborative Collection Building of Electronic Resources:A Business Faculty/Librarian Partnership[J]. Collection Building,2004,23(4):177-181.
29张晓林.走向知识服务：寻找新世纪图书情报上作的生长点[J].中国图书馆学报,2000,(5)：32.
30张晓林,初景利,张久珍等.国际图书馆发展态势[J].图书情报工作动态,2002,(6)：2.
31张福德.电子商务概论[M].第1版.北京：清华大学出版社，2004：417.
32 Kyrillidou,Martha;Giersch,Sarah.Qualitative Analysis of Association of Research Libraries' E-Metrics Participant Feedback about the Evolution of Measure for Networked Electronic Resources[J]. The Library Quarterly,2004,74(4):423-440.
33 Bhattacherjee, A. Understanding Information Systems Continuance:An Expectation-Confirmation Model [J]. MIS Quaterly,2001,25(3):351-370.
34 Valarie A. Zeithaml. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence [J]. The Journal of Marketing,1988,52(3):2-22.
35 Del I.Hawkins等著.消费者行为学：英文版[M].第8版.北京：机械工业出版社,2002.
36 Robert B Woodruff.Customer value:The next source for competitive advantage [J]. Journal of Academy of Marketing Science,1997,25(2):139-153.
37栗桂玲.知识管理系统持续使用意愿之研究——以台中市卫生局为例[D].台湾：国立中正大学，2006.
38翟华丽.图书馆营销策略的建立与运用[J].情报杂志.2003(9)：6-7,10.
39 Jeanie M. Welch. The Electronic Welcome Mat:The Academic Library Web Site as a Marketing and Public Relations Tool[J]. The Journal of Academic Librarianship, 2005,31 (3):225-228.
40 Hannelore B. Rader. Building faculty-librarian partnerships to prepare students for information fluency:The time for sharing information expertise is now[J]. College and Research Libraries News,2004,65(2):74-76,80,83,90.
41 Chris Neuhaus, Kent Snowden. Public relations for a university library:a marketing programme is born [J]. Library Management,2003,24(4-5):193-203.
42张丽霞.我国研究型大学图书馆建设与发展研究[D].大连：大连理工大学,2005.
43艾略特·艾登伯格.4R营销：颠覆4P的营销新论[M].第2版.北京：企业管理出版社,2006.
44 Godwin J. Udo.Kallol K. Bagchi,Peeter J. Kirs. An assessment of customers' e-service quality perception, satisfaction and intention[J]. International Journal of Information Management,2010,30(6):481-492.
45凤凰网科技.高新民：web3.0是未来互联网的代名词[EB/OL].: http.//tech.ifeng.com/internet/detail_2011_01/07/4082063_0.shtml,2011-01-16:
46尚月.Web2.0环境下的大学图书馆营销实践[J].四川图书馆学报,2009(3)：10-12.
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