摘要
阐述服务营销的概念,分析高校图书馆外部服务营销策略,包括从市场选择策略和市场定位策略分析高校图书馆服务营销的目标市场营销策略和从产品策略、价格策略、渠道策略和促销策略4方面分析高校图书馆服务营销的4P策略,并从组织结构与人才策略两方面分析高校图书馆内部服务营销策略。
This paper describes the concept of service and marketing, and analyses the external service and marketing strategies of university library which include the aim marketing strategy analyzed from the market choosing strategy and market positioning strategy, and the 4P strategy analyzed from the product strategy, price strategy, channel strategy and sales promotion strategy. It also analyses the internal service and marketing strategy of university library from organization structure and talent strategy.
出处
《图书情报工作》
CSSCI
北大核心
2008年第6期128-130,共3页
Library and Information Service
关键词
高校图书馆
服务营销
信息服务
university library
service marketing
information service
