摘要
网络整合营销4I理论包括趣味原则、互动原则、个性原则和利益原则。自20世纪90年代美国西北大学市场营销学教授唐·舒尔茨提出该理论后,业界学者纷纷引入该理论改进图书馆服务。指出网络整合营销4I理论对高校图书馆嵌入式学科服务的重要作用,分析该理论应用于高校图书馆嵌入式学科服务的营销要点,探索改进嵌入式学科服务的实施路径,以期为优化高校图书馆嵌入式学科服务提供参考。
4I theory of network integrated marketing includes interesting principle,interaction principle,individuality principle and interests principle.Since professor Don Schultz puts forward the theory in the 1990s,many scholars apply it to improve library service.This paper points out the importance of 4I theory to the embedded subject service,analyses the marketing keys of embedded subject service based on 4I theory of network integrated marketing,explores the implementation path of improving embedded subject service,so as to provide reference for optimizing embedded subject service of university libraries.
出处
《图书馆工作与研究》
CSSCI
北大核心
2018年第12期115-121,共7页
Library Work and Study
关键词
嵌入式学科服务
网络整合营销4I理论
高校图书馆
Embedded subject service
4I theory of network integrated marketing
University library
