大學圖書館電子資源之需求分析與行銷策略之研究

A Study of Demands Analysis and Marketing Strategy of Electronic Resources in University Library

10.6120/JoEMLS.200803_45(3).0221.RS.AM

劉煌裕(Huang-Yu Liu)；舒榮輝(Jung-Huei Shu)

大學圖書館 ； 電子資源 ； 缺口分析模型 ； 讀者需求 ； 行銷策略 ； University libraries ； Electronic resources ； Gap Analysis Model ； Library users' demands ； Marketing strategies

教育資料與圖書館學

45卷3期（2008 / 03 / 01）

331 - 356

繁體中文

電子資源的出現，使得知識載體有了新的突破，提高了使用者的便利性與即時性。對於圖書館而言，如何使電子資源的使用效益達到最高，必須思考一套有效的行銷策略。電子資源行銷概念應以讀者為導向，草重讀者的資訊需求，並利用各種宣傳技巧，行銷電子資源，使圖書館能提供更完善的服務。本研究之目的旨在探討讀者的使用需求及電子資源的推廣策略，以獲致最有效益的行銷方式。研究對象以開南大學日間部四學院（商學院、運輸觀光學院、資訊學院、人文社會學院）學生為樣本，佐以缺口分析模型為分析架構，藉以找出個案中讀者／學生對於電子資源使用的真實需求，並進而歸納出提供服務的大學圖書館在其推廣或行銷服務上可有的因應策略。

The emergence of electronic resources has made new breakthrough in knowledge carriers because of their ease of use, instant availability, and the characteristic of no time and space constraints. For public libraries to achieve maximum efficiency in its electronic resources, it is necessary to seek the most effective marketing strategies. Therefore, the marketing concept of the electronic resources should he reader oriented, such as respecting and understanding library user's information needs. Libraries also need to utilize various media and techniques to market the electronic resources, so that more comprehensive services and experiences can be provided to readers. The purpose of this study is to investigate library user's needs and promotion strategies of electronic resources in order to identify the most effective ways of marketing. This study focuses on the students of the four colleges (College of Business, College of Tourism, College of Information, and College of Humanities and Social Science) in Kainan University as subjects in the survey questionnaire. It uses the Gap Analysis Model as the main analytical tool to examine cases in which readers/students show real demands to electronic resources. The study concludes with promotion and marketing strategies with regards to service offerings for the university libraries.

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