| 基于服务营销三角理论的高校图书馆营销策略研究 |
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| 引用本文： | 卢振波,叶祥满.基于服务营销三角理论的高校图书馆营销策略研究[J].浙江工业大学学报,2010(1). |
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| 作者姓名： | 卢振波 叶祥满 |
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| 作者单位： | 浙江工业大学图书馆; |
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| 摘 要： | 文章运用服务营销三角理论,在借鉴新加坡公共图书馆成功的服务营销实践的基础上,提出基于服务营销三角理论的高校图书馆服务营销策略:采取有效的外部营销策略,多途径向读者传递图书馆的承诺;改善内部营销现状,提高馆员满意度,促使馆员按照图书馆所做出的承诺提供服务;通过积极的交互营销,成功实现图书馆对读者的承诺。
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| 关 键 词： | 图书馆 服务营销 内部营销 外部营销 交互营销 |
Academic Library Service Marketing Research Based on Marketing Theory |
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| LU Zhen-bo,YE Xiang-man.Academic Library Service Marketing Research Based on Marketing Theory[J].Journal of Zhejiang University of Technology,2010(1). |
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| Authors: | LU Zhen-bo YE Xiang-man |
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| Affiliation: | LU Zhen-bo,YE Xiang-man (Library,Zhejiang University of Technology,Hangzhou 310032,China) |
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| Abstract: | By studying the triangle theory of service marketing and learning from the successful service marketing practice in the public libraries in Singapore,the authors put forward academic library service marketing strategy based on the service marketing triangle theory. |
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| Keywords: | library service marketing internal marketing external marketing interactive marketing |
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