【作者】 陈东滨；

【导师】 徐一新；

【作者基本信息】 复旦大学 ， 图书馆学， 2011， 硕士

【摘要】 本文以大学图书馆电子资源为研究背景,通过大规模的用户调查,了解复旦大学图书馆的电子资源利用现状,研究图书馆的电子资源营销推广实践,通过不同的营销策略来改进目前电子资源营销中的薄弱环节,同时为大学图书馆制定适合不同用户群的电子资源营销策略进行方法上的探索,期望对其它图书馆起到借鉴作用。首先,综述了大学图书馆电子资源营销策略的国内外研究现状。概述了营销策略理论,介绍4P、4C、4R、4V营销策略组合的内涵,并简述了电子资源营销的概念。其次,通过大规模用户调查,掌握复旦大学图书馆用户使用电子资源的实际情况,测评用户对电子资源内容、使用、服务、沟通渠道等方面的满意程度,寻找用户在电子资源使用中出现的问题,分析大学图书馆在营销过程中存在的不足。然后,归纳大学图书馆电子资源用户的思维模式,发现用户使用意愿的影响因素,进一步研究使用决策的影响因素,从情感风险和需求风险角度分析使用行为的影响因素。在此基础上研究大学图书馆电子资源营销策略。最后,结合电子资源的利用现状及图书馆在电子资源营销推广中所做的工作进行分析,研究复旦大学图书馆在实际工作中的电子资源4P营销策略、4R和4P相结合的营销策略。为大学图书馆电子资源的未来发展规划提供参考,期望对其它类型图书馆起到借鉴作用。更多还原

【Abstract】 This paper, setting electronic resources as background, aimed to investigate the utilization of electronic resources and analyse the electronic resources marketing in Fudan University Library(FUL). We found the vulnerabilities by the large-scale user’s survey, then made the appropriate marketing strategies. We also explored the methods of marketing strategies for different users in university libraries, expected to use its reference for other types of libraries.Firstly, this paper summarized the status of university libraries’electronic resources marketing strategies at both home and aboard, overviewed the marketing strategy theories, introduced the meaning of 4P,4C,4R and 4V, summed up the electronic resource marketing concept briefly.Secondly, this paper would like to master the actual utilization by the large-scale user’s survey, evaluated the satisfactions of products, usage, services as well as communication about electronic resources, and then found several kinds of using problems. According to these situations, we further analyzed the insufficiencies which existed in the university library marketing process.Thirdly, concluded the users’thinking model about electronic resources, discovered the influence factors of user’s intention, decision-making & behavior respectively. Based on the construction, we wanted to do research on electronic resource marketing strategies.Finally, combining electronic resource utilization with current marketing situation, this research focused on the 4P marketing strategy,4R and 4P combination marketing strategy of FUL. Overall, we hope to provide the reference for university libraries’ development plans and set an example for other types of libraries in the future.更多还原