- 期刊
- OpenAccess
知識經濟時代圖書館網路行銷策略
The Marketing Tactics of Network in the Knowledge-based Economy Age
摘要
圖書館是重要的知識來源，具有特殊的角色和功能，使圖書資訊產業成為知識經濟的奧援，成為促進知識經濟發展的重要力量，對圖書館工作雖然帶來革新的艱難與壓力，但對圖書館產業的發展卻亦提供了蛻變重生的難得契機。如何充分運用此一大好時機，隨著知識經濟高速發展的趨勢，大力發展知識產業，為知識經濟的發展提供優質資源與服務，提高社會對圖書館產業的重視與認同，誠應著力於圖書館的網路資訊服務，運用行銷策略以達成之。本文首先陳述行銷之意涵，以作為本文探討知識經濟時代圖書館知識產業行銷策略之基礎，其次論述行銷策略規劃之意涵、目的、模式與程序，作為擬訂圖書館網路資訊服務行銷策略之思考依據，繼而探討知識經濟時代網路資訊服務之行銷策略。
並列摘要
Library is the important source of knowledge. It possess the particular role and function to make the library information service be the assistance and might to improve the Knowledge-based Economy. It brings hardships and pressure on the day-to-day library working, but it provides more opportunities to renovate the library industry.The challenge is how to make use of this wonderful opportunity. Given the fact that the Knowledge-based Economy has blossomed with high speed, it is essential to increase the need of library industry by linking marketing tactics with the library network information service. The article states the meaning of marketing and uses it as a basis to explore the marketing tactics of the network information service in the Knowledge-based Economy age. Then it tries to further state the meaning, purpose, model, and procedure on the planning of marketing tactics, which provides a road map for thinking and discussing the marketing tactics of the network information service in the Knowledge-based Economy age.