醫學圖書館電子資源行銷策略研究：以國軍醫院聯合圖書館為例

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醫學圖書館電子資源行銷策略研究：以國軍醫院聯合圖書館為例

The Marketing Strategy of Medical Library’s Electronic Resources: A Case Study of Digital Library Alliance of National Military Hospitals

許乃文 , Masters　　Advisor：王美玉　　

繁體中文

醫學圖書館；圖書館聯盟；行銷策略；行銷組合； Medical Library ； Library Consortium ； Marketing Strategy ； Marketing Mix

Abstract │ Reference (76) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Digital Library Alliance of National Military Hospital is one of the important library consortiums in Taiwan. This study is a case study of this consortium to explore the possible marketing strategies of electronic resources, and to provide appropriate marketing activities for them. 
This study adopted internal secondary data and interview methods to collect data. The internal secondary data used the internal data from this consortium from 2012 to 2016, and the researcher interviewed eleven librarians.
The findings of this study demonstrate the electronic resources usage of this consortium has increased year by year. Most of the electronic resources usage is stable, but several of them has decreased. The most advantageous marketing environment for electronic resources for this consortium follow the amount of electronic resources used and resource sharing. According to STP analysis, the main electronic resources readers are the medical staff, so planning the marketing strategy of electronic resources must include them.
Current electronic resources marketing activities of this consortium have seven items, including electronic resources educational training for librarians, Taiwan Medical Library Association annual meeting for librarians, electronic resources educational training for readers, electronic resources consulting services for readers, reward activities for readers, data searching competitions for readers, and promotion activities for reader. These marketing activities don’t need them to make any expenditure.
According to the above findings, there are some suggestion for this consortium. First, the consortium members can inspect and learn from each other’s experiences and activities, or plan marketing activities together. At the same time, they also can take other’s medical libraries marketing activities and some creative digital marketing as reference, to enhance reader attention and interest.

Reference ( 76 ) 〈TOP〉

Perreault, W. D., Cannon, J. P., & Jerome McCarthy, E. (2009). 行銷管理：策略化觀點（黃延聰編譯）。台北市：美商麥格羅・希爾國際股份有限公司。
連結：
王梅玲（2012）。數位時代公共圖書館電子資源館藏發展與管理。台北市立圖書館館訊，29(4)，18-32。
連結：
王梅玲、李函儒（2015）。大學圖書館電子資源服務品質模式與應用研究。圖書館學與資訊科學，41(2)，77-105。
連結：
何素嵐（2011）。公共圖書館青少年閱讀活動體驗行銷之研究：以臺北市立圖書館超「閱」自我活動為例（未出版之碩士論文）。國立臺北教育大學，台北市。
連結：
吳明德（1999）。大學圖館電子資源館藏發展之研究。大學圖書館，3(2)，4-26。
連結：

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