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

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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。本研究發現該聯盟電子資源總使用次數逐年增加，個別電子資源的每年使用趨勢穩定，但其中幾個電子資源使用使呈現下降。該聯盟各館最有利的電子資源行銷環境為電子資源數量與資源共享。根據本研究歸納出的STP，能清楚得知該聯盟電子資源使用族群主要為醫療人員與各館未來希望提升電子資源使用之族群相同，因此電子資源行銷策略之規劃，勢必要從醫療人員族群著手。該聯盟目前電子資源行銷活動共計七項：廠商提供館員的電子資源教育訓練，台灣醫學圖書館學會提供之年會活動，廠商或各館提供給讀者的電子資源教育訓練，各館提供給讀者之電子資源諮詢服務、獎勵活動、查找比賽以及能提高讀者價值之活動。這些行銷活動之成本與實體證據皆非由各館編列經費支出。本研究建議未來該聯盟各館可相互觀摩以舉辦相似的行銷活動，或者規劃共同舉辦之行銷活動，同時也可參考其他醫學圖書館電子資源的行銷活動，以及創新的數位行銷作法以增加讀者對於圖書館電子資源的興趣。 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.
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