圖書館行銷管理模式

Abstract

This author designed a rotated model of library marketing management, including planning, execution, and evaluation. Planning, which is the initial key stage in a marketing management, and covers rectifying objectives analyzing environments, segmenting the market, determining the target market, developing the marketing mix, and designing an executive plan. Execution is the second stage, in which the library has to thoroughly execute the marketing plan. The final stage is the evaluation, whereby the whole marketing plan is evaluated, and some activities are modified for better results. The difficulties some libraries have encountered are as follows: "The style of marketing management was in-compatible with the library's bureaucratic managemnt, a lack of financial and manpower support, a shortage of longterm planning and a concrete project, and difficulties in measuring the marketing effect. This researcher suggested some ideas to solve these problems.