摘要
用户满意导向理念已经在许多国家的赢利性组织中得到很好的运用并获得成功,并且扩展到公共事业、政府部门、教育等非营利组织。文章以此为图书馆营销的逻辑起点,从营销基础——产品、营销核心——服务、营销升华——品牌、营销发展——沟通4个方面对图书馆进行营销规划,通过对用户行为的分析,提升以解决用户问题为核心的信息服务,从而提高用户对图书馆的满意度和忠诚度。
Customer satisfaction- oriented concept has been well and successfully used in for--profitorganizations of many countries, and extended to public utilities, government, education and other non-- profit organizations. The paper takes this as logical starting point for library marketing, and plans for library marketing from four aspects as marketing basis--product, marketing core--service, marketing sublimation-- brand, marketing development--communication, and realizes the consumer satisfaction and loyalty to the library by analyzing consumer behavior and providing customer--oriented information services.
出处
《图书馆学研究》
CSSCI
北大核心
2010年第11期94-98,共5页
Research on Library Science
关键词
用户满意导向
PSBC
营销规划
品牌文化
用户关系
customer satisfaction-oriented PSBC marketing planning brand culture customer relationship
