高校图书馆营销与公共关系.pptVIP

Marketing Public Relations in Academic Libraries 高校图书馆的营销与公共关系 Heidi Card ULS Librarian, Assistant to the Director on Research Special Projects University of Pittsburgh hrc5@ Outline 概要 History of libraries and marketing 图书馆和营销的历史 Why is Marketing Important in Libraries? 为什么营销对图书馆重要？ Features of a Marketing Plan 营销计划的特征 Example of ULS Marketing Plan 匹兹堡大学图书馆营销计划实例 How ULS has moved forward with Marketing 匹兹堡大学图书馆是如何通过营销方式推进工作的 History of Libraries Marketing图书馆和营销的历史 Library-Centric view 图书馆中心论 Users were expected to be motivated enough to learn the “rules” 期望读者自己主动去学习图书馆“规则” Libraries had little incentive to make changes 图书馆缺乏变革的动力 Expectation was that users could be taught to deal with barriers 期望读者被教会自己去处理问题 Libraries “know what their users need” 图书馆“知道自己的用户需要什么” A “Selling Orientation”: persuasion 销售导向：说服能力 Libraries would share the virtues of their products and services – without asking the user what they valued 图书馆愿意分享好的产品和优质服务，但却没有询问用户的价值取向 Libraries believed users could be taught to deal with barriers – instead of eliminating them 图书馆相信能够教会用户去解决困难，而不是致力于消除这些问题 Marketing Challenges for Today’s Academic Libraries 当今高校图书馆面临营销挑战 Coordinating efforts 协同努力 Consistent planning 计划一致 Competition 竞争性 Creativity 创造力 Communication 交流 How the ULS Marketed Services and Increased Use… 美匹大图书馆如何应用营销服务增加图书馆的使用… Be committed to change 承诺改革 Be committed to listening 努力倾听 Not defensively 不再保守 Thinking about what users want, not what you want them to want and creating services that meet their evolving needs 想用户之所想，而非你希望他们这样想。创建新的服务项目以满足用户不断发展的需求 Features of a Marketing Plan营销计划的特征 Situation Analysis 情境分析 Objectives of Plan 目标计划 Define Target Audience(s) 确定目标读者群 Strategies 战略 Tactics 战术 Evaluation 评价 ULS Situation Analysis 匹兹堡大学图书馆的情境分析 Mission of ULS is to “…provide and promote access to information resources necessary for the achievement of the University’