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论文编号：	7892
作者编号：	2120132918
上传时间：	2015/12/8 13:13:42
中文题目：	面向现代公共文化服务体系的图书馆馆配营销
英文题目：	Library marketing for the modern public cultural service system
指导老师：	徐建华
中文关键字：	馆配商;公共图书馆;营销
英文关键字：	Library books delivery provider; Public Library; Marketing
中文摘要：	馆配商是介于出版社与图书馆之间的以盈利为目的的向各大图书馆提供文献资料及相应服务的中介机构。伴随着我国《普通高等学校本科教学工作水平评估方案》的出台，我国的高校图书馆馆配市场出现了跳跃式的发展，图书馆馆配商也是在这样的背景下壮大发展起来。然而，随着高校图书馆评估工作逐步进入尾声，高校图书馆馆配市场增长幅度放缓。过去的十年间，公共图书馆因财政拨款支持力度小，同时受招标采购工作的复杂性多样性因素的影响，公共图书馆的馆配市场并不是各大馆配商追逐的焦点。但随着我国完善公共文化服务体系等相关政策的落实与完善，公共图书馆馆配市场开始发力。 从“十一五规划”到“十二五规划”到“关于加快构建现代公共文化服务体系的意见”，再到新近推出的“公共文化服务保障法草案(稿)”，无不体现了国家对建成我国现代公共文化服务体系的决心和力度。依托现代公共文化服务体系的纸本书营销背景下，馆配商如何找到面向公共图书馆馆配服务的经营模式、提升营销水平，是本研究的初衷。 本文对我国现代公共文化服务体系的发展历程进行梳理，并对我国现代公共文化服务体系、公共图书馆服务体系中关于馆藏文献资源建设等内容进行分析总结，对面向现代公共文化服务体系的图书馆馆配模式、营销战略等进行科学分析总结。最后本文采用案例分析方法，以A公司馆配营销业务为例，通过对A公司馆配营销人员的深入访谈了解的基础上，结合迈克尔·波特的五力分析法及价值链分析法对A公司馆配营销馆配营销的现状进行分析总结，给出科学性、实践性较强的营销方案，以帮助馆配商提升竞争优势。图13幅，表17个，参考文献57篇。
英文摘要：	The library books delivery provider is an intermediary between publishers and libraries that provides documentation and books delivery services to major libraries for economic benefit. Along with "Evaluation of University Undergraduates Teaching Program" was issued, the market of library books delivery for the library of university had an explosive development, the library books delivery providers also developed a lot under this background. However, as the project of Evaluation for University Library is close to the end, the growth of the market is slowing down. Over the past decade, because of the small financial allocations to the public library as well as complexity and diversity of the public library bidding works, the books delivery market of public libraries doesn’t get great attention from the library books delivery provider. But now, with the promotion and implementation of the policy about public cultural service system in our country, the market of books delivery for the public library begins to expand. According to th“Eleventh Five-Year Plan“,the“Twelfth Five-Year Plan”, the “speed up the construction of modern public cultural service system of opinions”and “The draft law of public cultural service security”, it shows the determination of the government to accomplish the Public Culture and Service System. Based on the paper books marketing for public cultural service system in modern times, the intention of this research is to help the library books delivery provider to find a business model and improvement of marketing for books delivery of the public library. This paper will sort out the development history of China’s public cultural service system in modern times, analyze the construction of literature resources about public library service system and public culture service system, induce the pattern of books delivery for public library, try to draft a better and scientific marketing strategy. Finally, based on the case analyzing study method, we take A company’ book delivery business for library as example, using Michael ? Porter's five forces analysis and value chain analysis, we will analyze and summarize the present condition of A company’ book delivery business for library, conclude a scientific and feasible marketing plan to improve their competitive ability. Figure 13, Table 17, reference 57.
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