中國(guó)研究型公共圖書館的營(yíng)銷戰(zhàn)略.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文中國(guó)研究型公共圖書館的營(yíng)銷戰(zhàn)略姓名：陳超申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：陸雄文2001.11.199M153陳超中國(guó)研究型公共幽體館的ft銷戰(zhàn)略AbstractThisthesisconcerningthemarketingmanagementoftheResearch—typepubliclibrary，hopetoisbeneficialtothepubliclibrariesfortheirrefor

2、mandmanagementinnovationUsingbasicprincipleoftheservicemarketingandstrategicmarketing，thethesiSconductedthecomparisonresearch0fthetypicalmodeldomesticandinternationalresearch—typepubliclibraries，discussedthebasicmarketin

3、gphilosophyandmainmarketingstrategiesfortheresearch—typepubliclibraryinourcountry，andanalyzedthefacingchallengeanditscounterplanOfmarketingforpublic1ibraryinknowledge—basedeconomyandtheinformationsocietyThethesiSthinksth

4、e”Research—typepubliclibrary”iSdifferfromthetraditionalPublicLibrary，andalsodifferfromthetraditionalAcademiCLibrary，evenean’tfindoutstrictlygenerallyaccepteddefinitionandthematurityrepresentatiVeexampleAccordingtotheauth

5、or’SpracticeatShanghailibraryandISTIS，theresearch—typepubliclibraryofChinashouldprovideknowledgenavigationservice，value—addedinformationserviceanddecision—makingconsultationtopublic，professionalandbusinessorganizationsan

6、dpolicy—makersofgovernmentAccordingtotheprincipleofmarketingandthecharacteristicsOfthenonprofitorganization，theresearch—typepubliclibrary’Smarketingmanagementshouldfollowthesuchprinciple：”Missionasthemotive，Market—orient

7、ation，Performanceasthetarget”Underthismarketingphilosophyguide，librarycanimplementthestrategymanagementThethesisanalyzedthefollowingmarketingstrategy：1StrategyofneedsSegmentationandmarketTargeting2Strategyofmultiservicem

8、ix3Strategy0fReaderSatisfactionandReaderRelationManagement4StrategyofDatabasemarketingThethesisstillanalyzedthreegreatestchallengesinlibrarymarketing：1，Themarketingprinciple’Schallenge：Internalmarketingandorganizationcul