| 基于营销组合理论的数字图书馆服务营销策略研究 |
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| 引用本文： | 卢振波,李武,何立民.基于营销组合理论的数字图书馆服务营销策略研究[J].大学图书馆学报,2010(2):79-82. |
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| 作者姓名： | 卢振波 李武 何立民 |
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| 作者单位： | 1. 浙江工业大学图书馆,杭州,310032
2. 上海交通大学媒体与设计学院,上海,200240 |
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| 摘 要： | 运用营销组合理论,在借鉴了美国伊利诺依大学香槟分校商业与经济分馆成功的服务营销实践的基础上,提出基于7P组合理论的数字图书馆服务营销策略:产品策略、价格策略、渠道与促销策略、内部营销策略、有形展示策略、过程管理策略、关系营销策略。
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| 关 键 词： | 数字图书馆 服务营销 营销组合 |
MARKETING RESEARCH ON DIGITAL LIBRARY SERVICE BASED ON MARKETING MIX THEORY |
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| Lu Zhenbo,Li Wu and He Limin.MARKETING RESEARCH ON DIGITAL LIBRARY SERVICE BASED ON MARKETING MIX THEORY[J].Journal of Academic Libraries,2010(2):79-82. |
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| Authors: | Lu Zhenbo Li Wu and He Limin |
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| Abstract: | By studying marketing mix theory and learning from the successful service marketing practice in the Business & Economics Library of University of Illinois at Urbana Champaign,the authors put forward digital library service marketing strategy based on 7P as following: product strategy,price strategy,place and promotion strategy,internal marketing strategy,physical evidence strategy,process strategy and relationship marketing strategy. |
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| Keywords: | Digital Library Service Marketing Marketing Mix |
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