The Application of Marketing Stragety to Information Service of Seniors-A Case Study of Community Libraries in Keelung

• Main Authors: Chien-Tsen Chen, 陳玠琛
• Other Authors: Mei-Yu Wang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/61483244362815295390

碩士 === 玄奘大學 === 資訊傳播研究所 === 96 === ABSTRACT Driven by the change of population of aging society,community libraries have been changing very fast so that seniors are to become the main reader users of the community libraries. In the information epoch, community library is supposed to adjust collection resources into developing the social education of the community library and to satisfy the older adults demands and information services by applying marketing strategy. According to the demographic segmentation and target market, the community libraries must develop a useful and suitable market mix to raise the senors’ satisfaction and to build a brand image and extension. The survey research was performed by Depth Interview to interview twenty-three samples including the chief department officers and libarians and the seniors of the commnuity. In the content of the depth interview, we have found that the aging readers highly need more different kinds of newspapers and numbers. Besides, the physical and virtual spaces of the modern community library will attract lots of seniors to use the commuity libaries where are very suitable for the aging and potential readers. Eventually, in the result of the survey research, we presented some of the suggestions that Bureau of Cultural Keelung City Government should organize a regional library consortiums to manage the personnel power of the seven community libraries economically and efficiently. According to the synthesis of the analyses for the awareness of the information service of the community libraries, the Keelung City Government can provide a marketing mix and an interactive Internet information service platform to satisfy the information needs of the older persons of the community.