體驗經濟時代下之圖書館行銷

The Public Library Marketing in the Experience Economy

陳光榮(Kuang-Jung Chen) ； 呂慈恩(Tzu-En Lu)

《臺北市立圖書館館訊》 23卷1期 (2005/09) Pp. 10-22

摘要

「閱讀是教育的靈魂」，文化資產的發展決定一個國家的競爭力。近年來許多國家開始發展文化創意產業，臺灣也應該要提升其文化創意產業以加強在世界上的競爭力，而其中最重要的是發展圖書館產業及提升大眾的閱讀風氣。所以圖書館應從事自我行銷與自我定位以吸引人們到圖書館閱讀並體驗相關設施。本文將以體驗經濟時代背景下經驗行銷的觀點來探討圖書館行銷應注重的經營議題。

關鍵字

文化創意產業 ； 體驗經濟時代 ； 體驗行銷

並列摘要

Reading is the soul of education. The development of culture assets decides the competitive strength of a country. In recent years, many countries are trying to develop the cultural creativeness industry. Taiwan should also try to enhance its cultural creativeness industry to strengthen its competitiveness in the world. Among the cultural creativeness industry, it is crucial to develop well librarianship and general reading mood. The libraries should engage self-marketing and self-positioning to attract people to visit libraries to experience the facilities of the libraries. The study based on the viewpoint of experience marketing under the experience economy time to describe the management issues of library marketing.

並列關鍵字

Cultural Creativeness Industry ； Experience Economy ； Experience Marketing

參考文獻

B. Joseph Pine Ⅱ、James H. Gilmore著、夏業良、魯煒譯(2003)。體驗經濟時代。臺北市:經濟新潮社。

Bernd H. Schmitt著、王育英、梁曉鶯譯(2000)。體驗行銷。臺北市:經典傳訊。

文化產品研發與製作實例說明與討論

謝寶煖(2004)。鄉鎮圖書館工作二十講。臺中市:臺中圖書館。

游常山(2002)。他山之石新加坡培養天生圖書種。天下雜誌。263，164-166。