從非營利機構行銷觀點談圖書館行銷

The Discussion of Library Marketing from the Viewpoint of Nonprofit Organization Marketing

林素甘(Su-Kan Lin)

《臺北市立圖書館館訊》 17卷4期 (2000/06) Pp. 42-50

摘要

非營利行銷已漸成為一個重要的研究領域與議題，吸引不少學者與非營利機構的注意。圖書館身為非營利組織，應當從非營利機構行銷的觀點，思考行銷在圖書館的應用。本文試圖從非營利機構的定義與特質，以及非營利組織行銷的意義、特質、實施困難與益處談起，進而探討在非營利組織行銷的觀點下，圖書館應如何思考行銷工作的推展。

關鍵字

非營利組織行銷 ； 圖書館行銷

並列摘要

This article discusses the application of marketing in library settings from the viewpoint of nonprofit organization marketing. The concepts and characteristics of ”nonprofit organizations and ”nonprofit organization marketing are examined in the first place. The difficulty and benefit of applying of nonprofit organization marketing are also discusses. Finally, the issue of how to apply nonprofit organization marketing into library settings is proposed.

並列關鍵字

Nonprofit Organization Marketing ； Library Marketing