公共圖書館推廣服務行銷策略之應用－以閱讀活動為例

Applying Marketing Strategies in Public Libraries: A Case Study of Reading Activities

陳隆輝(Long-Hui Chen) ； 黃琡珺(Shu-Chun Huang)

《臺北市立圖書館館訊》 33卷2期 (2015/12) Pp. 17-34

摘要

公共圖書館在教育社區民眾、讓他們有機會接觸資訊及獲取知識上扮演一個很關鍵的角色，為了因應數位經濟時代的趨勢以及政府經費縮減的衝擊，身為社區學習中心的公共圖書館要如何提昇營運績效，推出適合民眾的服務與活動，端賴有效的行銷策略。然而該採用何種行銷組合來提昇服務／活動的參與度及滿意度，對公共圖書而言將是一個很重要的課題。本研究首先探討圖書館行銷策略的意涵與相關研究；接著以公共圖書館推廣閱讀活動為例，透過量化的方法，針對個案公共圖書館參與閱讀活動的民眾做問卷調查，藉以建構可以衡量公共圖書館閱讀活動行銷策略民眾認知之問卷量表，並提供個案圖書館行銷策略上的改善建議；最後，本研究的結果可提供公共圖書館在推廣服務與活動時，擬定行銷策略以及檢視行銷組合效果之參考。

關鍵字

公共圖書館 ； 行銷策略 ； 閱讀活動

並列摘要

Public libraries play a critical role in educating people in communities and in providing the public with opportunities to access information and gain knowledge. Because of trends in digital publishing and the impact of a tightening government budget, how public libraries can effectively increase operational performance and provide appropriate services and activities depends on effective marketing strategies. The type of marketing mix to adopt for achieving high levels of participation in library services and activities and satisfaction is the critical challenge now facing public libraries. First, this study reviews the literature and discusses the implications of library marketing strategies. Second, reading activities are used as a case study. The questionnaire method was used to examine Library A as the research subject, with the citizens participating in the library's various reading activities being the statistical population for the study sample. The study developed a scale for determining the participants' perceptions of the marketing strategies that Library A used for the reading activities, with the scale showing high reliability and validity. Recommendations based on the study results are provided for improving the marketing strategies of Library A. The study results are expected to serve as a reference for public libraries implementing marketing strategies.

並列關鍵字

public library ； marketing strategy ； reading activity

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