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论文编号：	8353
作者编号：	2120142537
上传时间：	2016/6/8 0:35:49
中文题目：	公共图书馆数字阅读的推广模式研究 ——以上海图书馆为例
英文题目：	A Study of Digital Reading Promotion Model of The Public Library: A Case Study of Shanghai Library
指导老师：	柯平
中文关键字：	公共图书馆； 数字阅读； 阅读推广模式；上海图书馆
英文关键字：	public library; digital reading; reading promotion mode; shanghai library
中文摘要：	图书馆数字阅读的推广模式不同于传统的阅读推广。对于组织规范完善和拥有纸质文献资源的传统的图书馆来说，其更倾向于以举办阅读活动的推广模式来实现信息资源的交流。但是，这种推广模式存在局限性，因此，为了扩大服务对象的选择范围，单纯采用单一模式可能不是图书馆数字阅读最佳的推广选择。更为重要的是，图书馆数字阅读也不同于传统图书馆以到馆读者为主的阅读，快速成长的图书馆的数字阅读服务具有多元化阅读的特征，这意味着，图书馆可能需要将基于单一关系的阅读推广活动模式、基于多元关系的复合模式等结合起来，探寻适宜的“多元化阅读推广复合模式”来巩固、强化甚至扩展多元服务进而推动图书馆成长。 数字阅读的功能是促进图书馆与外部的信息资源交流，数字阅读服务是数字阅读功能得以发挥的重要前提，也恰恰是作为信息资源交流激励手段的推广模式发挥作用的重要环节。本研究基于上述认识，提出并探索如下重要的研究问题：不同服务属性、投入属性如何影响数字阅读推广模式选择？进一步地，已有服务观念又如何影响上述模式？具体而言，本研究运用单案例研究方法，从图书馆中的数字阅读服务入手，建构关于不同服务对象属性、投入属性，以及已有服务观念的组合情境下数字阅读推广模式选择的理论。本研究在上海图书馆调研，收集了大量的数据和资料，并且通过编码分析了这些收集到的数据和资料，通过分析得到以下主要研究发现： 首先，提出了公共图书馆的数字阅读的推广模式，提出了内容推广、载体推广、对象推广和品牌推广四种不同类型的推广模式。这四种不同的推广模式在不同的公共图书馆的适用过程中，需要考虑图书馆的实际情况，针对不同的实际情况，采用不同的模式，也可以实现四种模式的交叉使用，内容推广与对象推广的结合，品牌推广与载体推广的结合。 其次，本研究在已有服务观念的基础上，提出了数字阅读人文理念这样的概念，是四种推广模式之外数字阅读推广模式的理论模型的重要构成。数字阅读人文理念的提出很重要，在数字阅读推广的过程中人的这个因素很重要，很多工作的创意、工作之间的衔接，都需要图书馆员的参与，图书馆员的理念直接影响到他所做的工作的质量。 最后，本研究对服务对象属性、投入属性以及已有观念的提出和分析，有助于在数字阅读的大环境下有区分、有目标的推广数字阅读。在公共图书馆的用户群体相对复杂的情况下，需要有区别的推广数字阅读，针对不同的读者群体采取不同的推广方式，在此情形下投入不同的要素。 图1幅，表12个，参考文献110篇。
英文摘要：	Digital reading promotion mode of library is different from the traditional reading promotion. The traditional libraries have improved organization standard and paper resources, which are more likely to hold promotion mode of reading activities to achieve the exchange of information resources. However, this promotion model has limitations, therefore, in order to expand the choice scope of service users, the single mode may not be the best choice of digital reading promotion. More important is, the library digital reading is different from the traditional library whose readers read in library, the rapid growth of the library digital reading services have diversified reading features . It means that libraries may need combine activities reading promotion mode which is based on the single relations with compound models which is based on multivariate relationships and explore the suitable "Diversified Reading Promotion compound mode" to consolidate, strengthen and even extend diversified service and promote the growth of the library. The function of digital reading is to promote the exchange of information resources between the library and the external, digital reading service is an important prerequisite of digital reading to function, and promotion mode as incentive means of information resource exchange is an important link. Based on the above understanding, the study proposes and explores the following important research problems: how different service attributes and input attributes affect the digital reading promotion mode? Further, how the existing service concept affect the the model? Specifically, the study use single case research method, start from the digital reading service of library, construct a digital reading promotion mode selection theory which is based on different service attributes, input attributes, and the existing service concept. In this study, the author went to Shanghai library to research, and collected a great deal of information and data, this study analyzes the collected information and data through the encoding, the following are the main findings: First of all, this part puts forward the promotion mode of the public library's digital reading, and puts forward four different types of promotion models: the content promotion, the carrier promotion, the object promotion and the brand promotion. These four different modes of promotion apply in different public libraries and need to consider the library of the actual situation, according to the actual situation of different apply different modes, we can also achieve the cross use of four models, the combination of content promotion and object promotion , the combination of brand promotion and carries promotion. Secondly, on the basis of the existing service concept, this paper puts forward the concept of digital reading humanistic concept, which is an important component of the theoretical model of the digital reading promotion model in addition to the four promotion mode. Digital reading humanistic concept is very important,this factor human is very important in the digital reading promotion, originality of work and the cohesion between the works need librarians participating, librarians philosophy directly affect the quality to his work. Finally, this research puts forward and analyzes the service object attribute, the input attribute and the existing concept, which can help to distinguish and promote the digital reading in the environment of digital reading. In the case of relatively complex user groups in the public library, it is required to have the difference to promote digital reading, to adopt different promotion methods for different groups of readers. 1 figure, 12 tables, 110 references.
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