本文關(guān)鍵詞： 用戶 高校圖書(shū)館 營(yíng)銷(xiāo) 媒體　出處：《山東大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著通信技術(shù)的發(fā)展以及智能手機(jī)的普及,越來(lái)越多的新技術(shù)和新方法應(yīng)用到了各機(jī)構(gòu)的營(yíng)銷(xiāo)中來(lái)。為了更好的服務(wù)師生,將自身的資源營(yíng)銷(xiāo)出去,高校圖書(shū)館就營(yíng)銷(xiāo)媒體的選擇方面也進(jìn)行了一些積極的嘗試,海報(bào)、圖書(shū)館網(wǎng)站、微信等已經(jīng)成為很多高校圖書(shū)館的選擇。實(shí)際上高校圖書(shū)館與其用戶之間仍然存在嚴(yán)重的信息不對(duì)稱,用戶并不能準(zhǔn)確及時(shí)的從圖書(shū)館獲取自己所需的信息。很重要的一個(gè)原因是高校圖書(shū)館沒(méi)有很好的站在用戶的角度去選擇和運(yùn)營(yíng)相關(guān)的媒體。本文以山東大學(xué)圖書(shū)館為例,基于用戶視角展開(kāi)調(diào)研。本研究將高校圖書(shū)館的營(yíng)銷(xiāo)媒體分為現(xiàn)有營(yíng)銷(xiāo)媒體和創(chuàng)新媒體兩部分,現(xiàn)有營(yíng)銷(xiāo)媒體方面研究以海報(bào)為代表的傳統(tǒng)媒體、以圖書(shū)館網(wǎng)站為代表的傳統(tǒng)網(wǎng)絡(luò)媒體和以微信公眾賬號(hào)為代表的新媒體三個(gè)方面。調(diào)研的過(guò)程中一方面采用問(wèn)卷調(diào)查法就用戶對(duì)高校圖書(shū)館現(xiàn)有營(yíng)銷(xiāo)媒體的使用和偏好情況、對(duì)創(chuàng)新媒體的種類(lèi)的偏好情況進(jìn)行調(diào)研,了解用戶對(duì)高校圖書(shū)館現(xiàn)有營(yíng)銷(xiāo)媒體的使用和偏好情況以及對(duì)于媒體創(chuàng)新的態(tài)度;另一方面采用訪談法對(duì)山東大學(xué)圖書(shū)館負(fù)責(zé)媒體運(yùn)營(yíng)的館員進(jìn)行訪談,了解高校圖書(shū)館營(yíng)銷(xiāo)媒體在運(yùn)營(yíng)過(guò)程中對(duì)用戶的考慮情況。通過(guò)對(duì)供需雙方進(jìn)行差異性分析,發(fā)現(xiàn)高校圖書(shū)館對(duì)用戶的重視程度不夠,對(duì)用戶對(duì)高校圖書(shū)館現(xiàn)有營(yíng)銷(xiāo)媒體的使用情況缺乏了解,與用戶偏好方面存在差異,在媒體創(chuàng)新方面圖書(shū)館與用用戶在一定程度上表現(xiàn)出了一致性。本文在調(diào)研的基礎(chǔ)上,建議高校圖書(shū)館:成立專門(mén)的媒體運(yùn)營(yíng)團(tuán)隊(duì);注重用戶調(diào)研;媒體運(yùn)營(yíng)過(guò)程中在細(xì)節(jié)上注重用戶習(xí)慣和偏好;積極進(jìn)行媒體創(chuàng)新,從而更好的滿足用戶的信息需求,改善高校圖書(shū)館的營(yíng)銷(xiāo)現(xiàn)狀。
[Abstract]:With the development of communication technology and the popularity of smart phones, more and more new technologies and methods have been applied to the marketing of institutions. In order to better serve teachers and students, they have to market their own resources. University libraries have also made some positive attempts on the choice of marketing media, posters, library websites, WeChat has become the choice of many university libraries. In fact, there are still serious information asymmetries between university libraries and their users. Users can not get the information they need from the library accurately and timely. One of the important reasons is that the university library is not very good at choosing and operating the media from the user's point of view. This paper takes Shandong University Library as an example. This study divides the marketing media of university library into two parts: the existing marketing media and the innovative media. The traditional network media represented by the library website and the new media represented by the WeChat public account number are three aspects. On the one hand, questionnaires are used to investigate the use and preference of users to the existing marketing media of university libraries. To investigate the types of innovative media preference, to understand the use and preference of the existing marketing media of university library and the attitude towards media innovation; On the other hand, the author uses the interview method to interview the librarians in charge of the media operation of Shandong University Library, to understand the consideration of the users in the marketing media of the university library. Through the analysis of the difference between supply and demand, It is found that the university library does not pay enough attention to the users, and lacks understanding of the use of the existing marketing media of the university libraries, which is different from the users' preferences. In the aspect of media innovation, libraries and users show consistency to a certain extent. Based on the investigation, this paper suggests that university libraries should set up special media operation team, pay attention to user investigation and research. In the process of media operation, we pay attention to the user's habits and preferences in detail, actively carry out media innovation, so as to better meet the information needs of users and improve the marketing situation of university libraries.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G258.6

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