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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/114538

    Title: 醫學圖書館電子資源行銷策略研究: 以國軍醫院聯合圖書館為例
    Other Titles: The marketing strategy of medical library's electronic resources : a case study of digital library alliance of National Military Hospitals
    Authors: 許乃文;Hsu, Nai-Wen
    Contributors: 淡江大學資訊與圖書館學系碩士班
    王美玉;Wang, Mei-Yu
    Keywords: 醫學圖書館;圖書館聯盟;行銷策略;行銷組合;Medical Library;Library Consortium;Marketing strategy;Marketing Mix
    Date: 2017
    Issue Date: 2018-08-03 14:55:51 (UTC+8)
    Abstract: 國軍醫院聯合圖書館為國內重要的醫學圖書館聯盟之一,本研究以該聯盟為個案,探討其電子資源行銷策略,以提供合宜行銷活動供各館參考。本研究採用內部次級資料分析與訪談法做為資料蒐集方式,前者運用該聯盟2012至2016年之內部資料進行分析,後者則採用立意取樣,以該聯盟各館負責電子資源相關業務之館員以及負責領導該聯盟電子資源事務的國防醫學院圖書館副館長為受訪對象,共計十一位。
    Digital Library Alliance of National Military Hospital is one of the important library consortiums in Taiwan. This study is a case study of this consortium to explore the possible marketing strategies of electronic resources, and to provide appropriate marketing activities for them.
    This study adopted internal secondary data and interview methods to collect data. The internal secondary data used the internal data from this consortium from 2012 to 2016, and the researcher interviewed eleven librarians.
    The findings of this study demonstrate the electronic resources usage of this consortium has increased year by year. Most of the electronic resources usage is stable, but several of them has decreased. The most advantageous marketing environment for electronic resources for this consortium follow the amount of electronic resources used and resource sharing. According to STP analysis, the main electronic resources readers are the medical staff, so planning the marketing strategy of electronic resources must include them.
    Current electronic resources marketing activities of this consortium have seven items, including electronic resources educational training for librarians, Taiwan Medical Library Association annual meeting for librarians, electronic resources educational training for readers, electronic resources consulting services for readers, reward activities for readers, data searching competitions for readers, and promotion activities for reader. These marketing activities don’t need them to make any expenditure.
    According to the above findings, there are some suggestion for this consortium. First, the consortium members can inspect and learn from each other’s experiences and activities, or plan marketing activities together. At the same time, they also can take other’s medical libraries marketing activities and some creative digital marketing as reference, to enhance reader attention and interest.
    Appears in Collections:[Graduate Institute & Department of Information and Library Sciences] Thesis

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