摘要
[目的/意义]大数据环境下,以年度数据账单方式进行的数据推广工作受到越来越多高校图书馆的认可与使用,但不同机构的年度数据账单内容、模式及推广效果存在较大差异,因此对国内高校图书馆年度数据账单推广内容及现状进行调查与研究。[方法/过程]通过网络调研,以2017年数据账单结构完整性、内容丰富性为标准筛选出21所高校图书馆进行调查,同时对各馆2016年度数据账单进行回溯性追踪;对当前高校图书馆年度数据账单内容、推广模式与服务模式的现状与发展进行探讨,并提出发展建议。[结果/结论]当前高校图书馆年度数据账单推广并没有统一且长效的模式,并存在时间持续性差、内容价值不完善、文化传承与延展功能及效果缺失等问题。建议从数据推广内容的价值度与活动的持续性、营销品牌构建、基于用户画像的图书馆服务优化策略等方面进行改进与提升。
[ Purpose/significance] The maturity of big data and data mining processing technology, and the devel- opment and application of new media give the university library more modes and ways for the data reveal, popularity, mar- keting. Annual data bill is increasingly used and promoted by university libraries, while its content, mode and marketing effectiveness are quite different. This paper investigated and researched current status of library data bill marketing. [ Method/process] Through the Internet research, the 21 college libraries were selected to be investigated in accordance with the structural and content richness of the 2017 data bill. At the same time, this paper traced back 2016 annual data bill of each library. This paper discussed the current situation and development of the current annual data bill and gave some suggestions. [ Result/conclusion ] Currently, there is no uniform and long-term marketing model for college library data bill marketing, and there are some problems such as poor time continuity, the lack of content value, cultural inherit- ance and extension function lack of effect, this paper gave the suggestions as improving the value of data marketing content and the sustainability of marketing activities, building a marketing brand and the library service optimization strategy based on user portrait and so on.
作者
常颖聪
路程
Chang Yingcong;Lu Cheng(Hebei Normal University Library,Shijiazhuang 05002)
出处
《图书情报工作》
CSSCI
北大核心
2018年第19期46-52,共7页
Library and Information Service
