公共圖書館網路行銷策略之研究－以臺北縣立圖書館為例

The Study of Internet Marketing Strategy in Public Libraries:A Case Study of Taipei County Library

莊靜芬(Ching-Fen Chuang)

指導教授 ： 謝寶煖

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00015

摘要

公共圖書館為挑戰讀者在資訊時代中爆增的資訊需求，努力求新求變；為運用有限資源與經費，藉由行銷滿足民眾需求與創造其價值。透過網際網路之即時性、互動性、跨域性、連結性、客製化及多媒體等特性設計網路行銷計畫，針對不同服務對象族群，設計更符合讀者所需之網路服務內容，讓更多民眾，節省成本同時快速獲得圖書館資訊資源。
本研究採用網路問卷調查法，由臺北縣立圖書館具有網路讀者會員中以立意抽樣法抽樣約1000名，寄發電子郵件，進行網路問卷填答。問卷內容透過文獻整理出企業界、非營利性組織、服務業與圖書館網路行銷理論與應用分析及臺北縣立圖書館網路資訊服務項目為概念架構。於電子郵件全面發放通知後14天為收集問卷資料時間，總計回收有效問卷606份。
由本研究結果發現，網路讀者對於臺北縣立圖書館提供之網路資訊服務，大幅降低讀者時間與金錢成本，對此持高度認同；即表示，公共圖書館是以讀者為中心，設計符合其需求之網路服務。當讀者感受到圖書館所傳遞之真正價值，滿意度提高，形塑品牌形象，則公共圖書館所實行之網路行銷策略成功。從本研究調查結果，圖書館網路會員讀者以女性、31至40歲讀者最多數，80%擁有大專以上之學歷。在網路使用行為面項，76%網齡在五年以上，且有71%網路讀者幾乎每天都會上網。網路讀者對於臺北縣立圖書館所實施之網路圖書與線上通閱服務為讀者節省更多時間最為同意，但是對於該項服務若實施使用者付費，則最不認同。
綜合網路讀者對於臺北縣立圖書館網路資訊服務認知調查分析，具體結論如下。臺北縣立圖書館網路行銷目標市場為：（一）主力目標市場：高學歷網路老手之女青年讀者；（二）潛力目標市場：青少年讀者。網路行銷策略因素分為三層級，分別是（一）核心因素：圖書館網站系統操作簡便性、圖書館網路服務內容豐富性；（二）次要因素：個人化網路推廣平台多元性、價格知覺、資訊溝通互動性；（三）普通因素：網路服務涉入程度與流暢經驗。根據網路行銷目標市場與策略因素擬定臺北縣立圖書館應用網路資訊服務之網路行銷策略為：（一）網路資訊服務系統重塑精簡化；（二）建構豐富之生活、文學、旅遊主題資源網；（三）以主流科技推播個人化網路平台；（四）價格零負擔、價值倍增之圖書館網路資訊服務；（五）專業解答、柔性溝通之網路資訊服務互動平台；（六）無障礙網路資訊服務介面。
根據研究結果提出對臺北縣立圖書館規劃網路行銷之建議為：（一）深度研究臺北縣立圖書館網路行銷女性讀者主力目標市場；（二）精緻主題式資訊服務區隔公共圖書館網路行銷市場；（三）彈性應用網路行銷策略因素；（四）建置高度資訊安全性之圖書館網路服務系統；（五）加強網路行銷團隊訓練並檢核實體圖書館行銷策略。

關鍵字

公共圖書館 ； 網路行銷 ； 行銷策略

並列摘要

Public libraries have been changing and pursuing innovation for challenging the exponential increase of the information requirements within the information epoch, by means of applying marketing strategy to satisfy regular users’ demands and then to create added values for saving expenditure and employing limited resources. An Internet marketing plan for different groups of customers that will be more suitable for readers via the Internet, of which interaction, contingency, globalization, connection, customization, multimedia are to obtain library information resources economically and efficiently.

The survey research was performed by an Internet questionnaire. We sent survey emails to 1000 randomly sampled internet member readers in Taipei County Library to fill up the questionnaire. The conceptual structures and content of the questionnaire that contained the marketing theories and application analyses in businesses, NGOs and libraries by organizing related literatures. Duration of collecting questionnaire is 14 days, since the day we sent the survey request emails as the starting date.

The findings of the research: Internet reader highly recognized that Internet services in Taipei County Library, which are readers oriented Internet services highly suffice the requirements of Internet services, to save dramatically the cost of time and expenditure.While a reader sensed the value of information of being transmitted by the library, correspondingly raised their satisfaction and brand image. That also means the success of network marketing in the public library. The result of the survey presented that the majority of network members in the library were female, most of them were 30 something, and over 80% obtained college degrees. In the construct of usage behaviors, 76% of respondents have used Internet over 5 years, and 71% of them hooked up Internet almost every day. The services of online check out and network book was the most agreed item for saving much time in the library. Nevertheless, the most disagreed item was that the service would be chargeable for users.

According to the synthesis of the analyses for the awareness of Internet services in Taipei County Library, there hereby are concrete conclusions as below:
The marketing target markets in Taipei County Library consisted of (1) the primary target market aims the higher degree educated young female readers with familiar Internet skills (2) the potential target market aims teenage readers. The Internet marketing strategic factors were categorized into 3 classes: (1) Core factors: Convenience of operation in the library web site and abundances in the library Internet services. (2) Secondary factors: Personalization network promotion platform, awareness of prices and Interaction of information communication. (3) General factors: Degrees of involvement and experience about Internet services. We defined the Internet application service marketing strategies by the principle of Internet marketing target market and strategic factors that are: (1) Reformation with simplification of Internet information services (2) Construction of abundant living, literature, and traveling issues that associated with subjective resources networks (3) To push a personalized network platform by the main stream technologies (4) Value multiplied added Internet information service without the load of charging (5) An interactive Internet information service platform provided expertise solutions with soft communication skills (6) Accessibility of Internet information services for the disability.

並列關鍵字

public library ； Internet marketing ； marketing strategy

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