Research on Service Marketing Strategies and Current Situations of Public Libraries

• Main Authors: SHEN, TONG-LING, 沈彤玲
• Other Authors: Peng, Yu-Ping
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4rhmzp

碩士 === 輔仁大學 === 圖書資訊學系碩士班 === 107 === In recent years, libraries have used the concept of marketing to promote resources and services, with a "Reader-oriented" approach. On this basis, the use of marketing strategies to provide readers with better resources and services is important for public libraries.This study analyzes the 7P strategy of library service marketing, including products, prices, places, and promotion, process, physical evidence, and people, applied to the public library.The purpose of this study is to understand the 7P strategy practice of public library service marketing, summary of relevant literature, develop an interview outline, and use qualitative in-depth interviews, and collect 20 practical experiences of relevant marketing work librarians in the national public libraries and the municipal public libraries in Taiwan. The conclusions of this study are summarized as follows：The public library service marketing 7P strategy practice, as follows, (1) products: provide unique resources, create a diversified reader service, Using new technology equipment, meet the needs of readers. (2) price: A fee-based project that provides free services for user and the concept of making users pay for the goal of lifelong learning. (3) place: Physical places for user convenience library resources and services, and use the network to understand service information of the public library. (4) promotion: Use traditional marketing to enhance publicity and make full use of technology promotion. (5) process: Conduct detailed preliminary planning and check the results as a reference for future activities.(6) physical evidence: Good new buildings to attract people and arrange the best venues for events, and create a comfortable reading environment. (7) people: Marketing librarians with multiple knowledge and skills, and citing volunteers to become the auxiliary force of public library. The difficulties in public library marketing, including (1) The quality of marketing personnel is insufficient, need to adjust human resources; (2)Lack of marketing funds, need to allocate quotas appropriately and seek funding outward; (3) Sudden conditions test the adaptability of librarians; (4)Unexpected problems with the site and equipment, think about the solution first; (5) Constant changes in user reading habits, need to continuously improve services to respond to people's needs. Public library marketing practices and strategies for fine-tuning management procedures within the library, for the outside, seek cooperation opportunities. The marketing efficiency of public libraries mainly including: (1) The benefits of library marketing to libraries; (2) The benefits of library marketing to readers. Finally, the present study results are provided for domestic public library managers, educators in the library of library information, and interested in investing in library marketing workers as a reference.