摘要
IFLA图书馆国际营销奖积累了大量的最佳实践,对于中国的图书馆营销有着重要的借鉴价值;更重要的是,该奖项的创立者们指出,长期以来"宣传推广"几乎代表了"图书馆营销"的所有内涵,"图书馆营销"的内涵应该随着时代的要求逐步拓展。基于已有研究,梳理该奖项从2003年设立以来到2013年的所有获奖情况,指出研究相关案例时值得注意的一些基本情况,并从构建全面的营销体系、不变的基本原则和与时俱进的策略、多种最佳实践的吸收与内化3个层面讨论奖项及其获奖案例背后的营销理念。
IFLA International Marketing Award has accumulated lots of best practice, which have model significance to Chinese library marketing, more importantly, the founders of the award pointed out that for a long time that library marketing only refer to propaganda promotion and we need to break down this barrier. Base on existing research and summarized all winning cases from 2003 to 2013, this article focuses on their basic situation, and discusses the marketing principle behind IFLA International Marketing Award from the angles of building total marketing system, consistent principle versus strategies move with the times and absorbing the spirit of best practice.
出处
《图书情报工作》
CSSCI
北大核心
2014年第6期142-146,共5页
Library and Information Service
