高校图书馆的企业声誉管理模型：图书馆评估的重要性.ppt

The Model of Management Corporate Reputation of Academic Library: The Importance of Library Assessment高校图书馆的企业声誉管理模型：图书馆评估的重要性 Vilnius University Faculty of Communication 维尔纽斯大学传播学院 International Conference ITIE2010: Inspiration from Best Practices 21st-23rd of June 2010 LanZhou, GanSu. China Libraries in the World of Changes…世界范围内图书馆的变化 The benefits of managing CR企业声誉管理的优点 Attracting new partners, customers …吸引新合作伙伴、顾客 Influencing political and legal affairs 影响政治及法律事务 Retaining good staff and attracting the best employees 保留好的员工，吸引优秀员工 Helping to reinforce relationships with suppliers and distributors and other stakeholders 有助于加强与供应商、分销商及其他零售商的联系 Potentially increased financial performance 潜在提高财务业绩 More successful new services launches成功开展更多的新服务 Library will earn the trust, confidence and loyalty of its stakeholders图书馆能够获得股东的信赖与忠诚 Strategic advantage 战略优势 Better international visibility 更好的国际视野 Etc. 等等 Corporate Communication公司交流 the function and process of managing communications between an organization and important stakeholder groups in its environment 管理公司与重要股东间的交流的功能与过程 Source. The historical development of Public Relations and marketing (Cornelissen, Joep, 2004) 公共关系 社会-经济力量 新闻机构定位 公共信息定位 双向定位 集成 公司交流 生产定位 销售定位 市场定位 社会-经济力量 市场 Stakeholders 股东 “What for to build house if no one wants to live there? “. There is no reason to have the library full of new books and equipment if it is empty – without our users…如果没人住，建房子有什么用？如果没有用户，图书馆不需要那么多新书和设备 “Door is closed, but the windows are still open”. There is no reason to close the door of the library – our stakeholders know everything about us…门关了，但窗户仍开着。图书馆没有理由关门-我们的股东知道发生的一切 “Know what they know about you, know what they want from you”. It is necessary to manage the corporate communication of the library.知道他们想知道的，知道他们需要 的，管理图书馆的公司交流很必要 The result of managing corporate communication - negative or positive corporate reputation管理公司交流的结果-对公司的声誉有积极或者消极的影响 Corporate Identity – Corp