摘要
差异化营销策略主要包括产品差异化、服务差异化、人员差异化和形象差异化。适合高校图书馆采用的差异化策略主要有产品差异化策略和服务差异化策略。高校图书馆实施差异化营销,要了解读者需求,依据读者需求对馆藏图书资料信息进行重新分类,进行准确的市场定位,制定有效的营销组合策略以及注重员工培训工作。
Because of readers＇ dual nature and their different demand, the differentiated marketing theory has a strong significance to the university library management. Differentiated marketing strategy includes product differen- tiation, service differentiation, personnel differentiation and image differentiation. Among them, the product differen- tiation strategies and service differentiation strategy suit for university library management to use. The service differ- entiation includes service image differentiation, services differentiation and service quality differentiation. The keys for university library to carry out the differentiated marketing strategy as follows： understanding the needs of read- ers ; according to the needs of readers of the information collected to re - classify the library materials ; making mar- ket positioning accurately; formulating effective marketing mixture - strategy ; focusing on staff training.
出处
《延安大学学报（社会科学版）》
2012年第1期125-128,共4页
Journal of Yan'an University (Social Sciences Edition)
基金
延安大学2010年人文社科专项基金项目"基于市场营销理论的延安大学数字图书馆发展模式研究"(YDS2010-47)
关键词
高校图书馆
差异化营销
服务差异化
university library
differentiated marketing
service differentiation
