Examing the Library Services of National Science and Technology Museum with Marketing Concepts
碩士 === 國立臺南藝術大學 === 博物館學研究所 === 97 === This research attempted to adopt the marketing concept to exam the library services of National Science and Technology Museum. There are seven key products to frame the library management framework, including people, place, promotion, process, price and phy...
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ndltd-TW-097TNCA55810172015-10-13T18:30:56Z http://ndltd.ncl.edu.tw/handle/75513071382194545336 Examing the Library Services of National Science and Technology Museum with Marketing Concepts 從行銷理念探討國立科學工藝博物館附設圖書館服務 王珠玲 碩士 國立臺南藝術大學 博物館學研究所 97 This research attempted to adopt the marketing concept to exam the library services of National Science and Technology Museum. There are seven key products to frame the library management framework, including people, place, promotion, process, price and physical evidence,. The environmental factors, such as the micro- and macro- environments, are also used to exam the readers and the marketing mix strategies to combine the services in the library. Later, the related suggestions of library service analysis and readers’ satisfactions are the references to enhance the quality of affiliated library in the museum and marketing strategies. In order to understanding the current situation of library in the museum, this paper includes not only the relating data about the library but also the interview of chief of library. Additionally, it also collected statics of satisfaction from the readers, including the museum’s staff and the general publics, by using survey questionnaire for the library’s services. The results of research drew several conclusions from the facts: 1.The library-marketing does not take readers' demand into consideration.2.Integrated marketing is more accepted by the readers and can be a effective strategy for library marketing.3.The collections of library have no distinguishing feature in museum field.4.The librarian identified with the marketing will reflect the service qualities of library.5.The convenient and fast network services channel will increase the marketing effectiveness. 6.The library should strengthen the public relationship to promote the achievement.7.The payment and fine policy need to be evaluated more carefully.8.The service policy should satisfy the readers’ priority.9.The plan of good environment for reading is useful to library's image. According the above results, we suggest that: 1.According to the museum goal and definition, we need to confirm the library’s mission and position in museum. 2.Conducting the investigation of museum market for analyzing marketing difference and target users.3.Establishing the integrated marketing strategy to enhance the effectiveness of marketing.4.Strengthening the feature of collections and resources to provide the professional services and products.5.Emphasizing on the external marketing to enhance the common consensus of librarian for marketing.6.To develop new service model according to the organization and environment advantage. 7.Establishing the local feature for network service channel of library and providing the global services. 8.Promoting the user’s satisfaction and try to set up the brand image by word-of-mouth of readers.9.Setting up reasonable price policy to create the invisible value. 10.To enhance the support for museum’s collection, research, exhibition and education function of value-added. 11.To evaluate the library marketing and to adjust the marketing strategy in time according to the change of environment. Key words: library marketing, marketing mix, library in the museum 葉貴玉 2009 學位論文 ; thesis 140 zh-TW |
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碩士 === 國立臺南藝術大學 === 博物館學研究所 === 97 === This research attempted to adopt the marketing concept to exam the library services of National Science and Technology Museum. There are seven key products to frame the library management framework, including people, place, promotion, process, price and physical evidence,. The environmental factors, such as the micro- and macro- environments, are also used to exam the readers and the marketing mix strategies to combine the services in the library. Later, the related suggestions of library service analysis and readers’ satisfactions are the references to enhance the quality of affiliated library in the museum and marketing strategies.
In order to understanding the current situation of library in the museum, this paper includes not only the relating data about the library but also the interview of chief of library. Additionally, it also collected statics of satisfaction from the readers, including the museum’s staff and the general publics, by using survey questionnaire for the library’s services.
The results of research drew several conclusions from the facts:
1.The library-marketing does not take readers' demand into consideration.2.Integrated marketing is more accepted by the readers and can be a effective strategy for library marketing.3.The collections of library have no distinguishing feature in museum field.4.The librarian identified with the marketing will reflect the service qualities of library.5.The convenient and fast network services channel will increase the marketing effectiveness.
6.The library should strengthen the public relationship to promote the achievement.7.The payment and fine policy need to be evaluated more carefully.8.The service policy should satisfy the readers’ priority.9.The plan of good environment for reading is useful to library's image.
According the above results, we suggest that:
1.According to the museum goal and definition, we need to confirm the library’s mission and position in museum.
2.Conducting the investigation of museum market for analyzing marketing difference and target users.3.Establishing the integrated marketing strategy to enhance the effectiveness of marketing.4.Strengthening the feature of collections and resources to provide the professional services and products.5.Emphasizing on the external marketing to enhance the common consensus of librarian for marketing.6.To develop new service model according to the organization and environment advantage.
7.Establishing the local feature for network service channel of library and providing the global services.
8.Promoting the user’s satisfaction and try to set up the brand image by word-of-mouth of readers.9.Setting up reasonable price policy to create the invisible value.
10.To enhance the support for museum’s collection, research, exhibition and education function of value-added.
11.To evaluate the library marketing and to adjust the marketing strategy in time according to the change of environment.
Key words: library marketing, marketing mix, library in the museum
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author2 |
葉貴玉 |
author_facet |
葉貴玉 王珠玲 |
author |
王珠玲 |
spellingShingle |
王珠玲 Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
author_sort |
王珠玲 |
title |
Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
title_short |
Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
title_full |
Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
title_fullStr |
Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
title_full_unstemmed |
Examing the Library Services of National Science and Technology Museum with Marketing Concepts |
title_sort |
examing the library services of national science and technology museum with marketing concepts |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/75513071382194545336 |
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