摘要
农家书屋与乡镇图书馆(室)是建设农村新文化、保障农民基本文化权益的两个子工程,不缺资源但缺整合,要积极整合政策资源、文化制度和营销传播;两者有必要且有可能在书目控制、规划选题、运作模式和培育市场方面创新和整合文化制度,以规避"空壳"的风险;整体策划"三农"出版物,在供应链上实施整合营销传播战略,共同构建农村公共文化服务体系。
Farmer＇s book store and township library （room） are the two subprojects in building a new culture in rural areas and in protecting basic cultural rights and interests of farmers, which is not short of resources but is short of integration. Therefore,it is necessary to operate bibliographic control, planning topics,mode of operation and fostering the integration o{ market innovation and cultural system to circumvent the ＂shell＂ of risk. Overall planning ＂three rural＂ publication,implementation of integrated marketing communications strategies in the supply chain should be fulfilled to jointly construct public cultural service system in rural areas.
出处
《华中农业大学学报（社会科学版）》
2008年第5期6-9,14,共5页
Journal of Huazhong Agricultural University(Social Sciences Edition)
基金
国家社会科学基金(08BXW012)
关键词
农家书屋
农村读物
整合营销
规划选题
farmer＇s book store
reading materials in rural areas
Integrated marketing
planningtopics
