바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

공공도서관 어린이서비스 마케팅 전략 - 미국 공공도서관의 ‘가족장소도서관'을 중심으로 -

A Study on Children Service Marketing Strategies of Public Libraries: With Special Reference to ‘Family Place Library’ at the Public Libraries in USA

한국도서관·정보학회지 / Journal of Korean Library and Information Science Society, (P)2466-2542;
2011, v.42 no.1, pp.417-440
https://doi.org/10.16981/kliss.42.1.201103.417
이용재 (부산대학교)
  • 다운로드 수
  • 조회수

초록

21세기 지식기반사회에서 공공도서관은 다양한 변화와 도전에 직면하고 있다. 이에 따라 공공도서관 경영에서 마케팅 개념을 도입할 필요성은 점차 커지고 있다. 이 연구는 미국 공공도서관이 지역사회에 제공하는 어린이서비스 중 ‘가족장소도서관’ 프로그램에 초점을 맞추었다. ‘가족장소도서관’은 영․유아와 그 가족을 위한 프로그램으로 2011년 2월 현재 미국 공공도서관 중 300여개 관이 참여하고 있다. 이 연구는 미국 뉴욕주를 중심으로 이러한 프로그램을 시행하는 주요 사례 도서관을 대상으로 참여관찰 및 인터뷰 조사를 수행하여 이 프로그램의 내용을 분석하고, 미국 여러 주의 도서관 내외 전문가들과의 심층인터뷰를 진행하였다. 이러한 조사결과를 바탕으로 공공도서관 경영을 위한 마케팅 전략을 제시하였다.

keywords
Public Libraries, Marketing, Management Strategies, Children Services, Family Place Library, Public Libraries, Marketing, Management Strategies, Children Services, Family Place Library, 공공도서관, 마케팅, 경영전략, 어린이서비스, 가족장소도서관

Abstract

Public libraries face various changes and challenges in the knowledge society of the 21st century. The necessity of introducing ‘marketing' concept into the management of public libraries is increasing. This study focuses on ‘Family Place Library' program among the children services of public libraries in the United States. ‘Family Place Library' is the library program for the youngest children and families, which has been spread over 300 public libraries of USA until February, 2011. The researcher did participation observation and in-depth interview at the libraries which are the main cases for ‘Family Place Libraries' in New York, USA. And the researcher analysed the content of the program and did in-depth interviews with related professionals in and out of libraries over many states of USA. Based on the results of this study, the researcher suggested marketing strategies for the management of public libraries.

keywords
Public Libraries, Marketing, Management Strategies, Children Services, Family Place Library, Public Libraries, Marketing, Management Strategies, Children Services, Family Place Library, 공공도서관, 마케팅, 경영전략, 어린이서비스, 가족장소도서관

참고문헌

1.

1) IFLA, Libraries Serving the General Public, Guidelines for Library Services to Babies and Toddlers(IFLA professional report, No.1000)(Hague: IFLA, 2007).

2.

2) 미국마케팅협회(American Marketing Association)는 미국광고교육자협회(National Association of Teachers of Advertisers)와 미국마케팅학회(American Marketing Society)가 1900년대 초반에 통합되어 만들어진 마케팅 전문가 및 학자들의 단체이다. AMA Home page, <http://www.marketingpower.com/AboutAMA/Pages/History.aspx> [cited 2011. 1. 17].

3.

3) “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” AMA Home page, <http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=M> [cited 2011. 1. 17].

4.

5) Philip Kortler and Alan Andreasen, Strategic Marketing for Nonprofit Organizations(New Jersey : Prentice Hall, 1995), p.37.

5.

6) Suzanne Walters, Marketing: a howto-do-it manual for librarians(New York : Neal-Schuman, 1992).

6.

Suzanne Walters, Library Marketing That Works!(New York : Neal-Schuman, 2004).

7.

Christie Koontz, Library Facility siting and Location Handbook(Westport, CT : Greenwood Press, 1997).

8.

Jennifer Rowley, Information Marketing(Farnham : Ashgate Publishing, 2001).

9.

Judith Siess, Visible Librarian: Asserting Your Value with Marketing and Advocacy(Chicago, ALA, 20003).

10.

7) IFLA, Section on Management and Marketing, Glossary of Marketing Definitions, “Marketing”, <http://archive.ifla.org/VII/s34/pubs/glossary.htm#M> [cited 2011. 1. 20]

11.

8) 노영희, “도서관마케팅전문사서의 양성방안에 관한 연구,” 한국도서관․정보학회지, 제39권, 제1호(2008. 3), p.174.

12.

10) Family Place Libraries Home page, <http://www.familyplacelibraries.org/aboutUs.html> [cited 2011. 2. 20].

13.

11) IFLA, Libraries for Children and Young Adults Section, Guidelines for Children's Libraries Services(Hague : IFLA, 2003).

14.

13) 김종성, “공공도서관 어린이 서비스의 기본 원리에 관한 연구,” 한국도서관․정보학회지, 제39권, 제2호(2008. 6), pp.469-492.

15.

15) 김종성, 오동근, 여지숙, 박상후, “공공도서관 어린이 서비스의 현황 분석,” 한국비블리아학회지, 제19권, 제1호(2008. 6), pp.175-202.

16.

17) 장윤금, “공공어린이도서관 운영현황 및 활성화방안 연구,” 한국문헌정보학회지, 제44권, 제1호(2010.2), pp.199-215.

17.

22) Sandra Feinberg and Diantha D. Schull, “Family Place Libraries: Transforming Public Libraries to Serve Very Young Children and Their Families," ZERO TO THREE(Dec. 2000/Jan. 2001), p.4.

18.

23) United Kingdom, National Literacy Trust, “Which way should a buggy face?" <http://www.literacytrust.org.uk/assets/0000/0805/Buggy_Q_A.pdf> [cited 2011. 1. 20].

19.

25) Kathleen Deerr 사서(가족장소도서관 全美 코디네이터)와의 전자우편 인터뷰, 2011. 1. 26.

20.

26) Family Place Libraries Home page, <http://www.familyplacelibraries.org/> [cited 2011. 1. 25].

21.

30) Family Place Libraries Home page, <http://www.familyplacelibraries.org/partners.html> [cited 2011. 1. 26].

22.

31) Joan M. Reitz, Online Dictionary for Library and Information Science, http://lu.com/odlis/odlis_o.cfm#outreach> [cited 2011. 2. 3].

23.

Parent-Child Home Program ome page, <http://www.parent-child.org/about-us-who-we-are-our-history.html> [cited 2011. 2. 3].

24.

Fran owell 사서와의 대면 인터뷰, 포트워싱턴도서관 가족장소, 2011. 1. 19, 10:00-11:30.

25.

34) Ami Nagle, Family Place Arizona 14-Site Documentation and Evaluation Year Two Report 2005, Libraries for the Future(July 2005).

26.

Chuck Kormanski, Family Place Logic Model Focus Group Report of Parents and Caregivers for Five Blair County(PA) Libraries 2006, the Commonwealth Libraries of Pennsylvania(2006).

27.

35) Linda Devin Sheehan, The Family Place Long Island Evaluation and Documentation Report 2005, Middle Country Public Library(June 2005).

28.

Middle Country Public Library and Libraries for the Future, 2006 Family Place National Survey(March 2006).

29.

36) Virginia A. Walter, Evaluation of 2010 Family Place grants, California State Library(2010. 7. 30).

30.

37) Jeffrey Swope와의 전화 인터뷰, 2011.2.17.

31.

39) Nancy Curtin 관장과의 대면 인터뷰, 포트워싱턴도서관, 2011. 1. 19, 12:00-13:30.

32.

40) Sandra Feinberg 관장과의 대면 인터뷰, 미들컨트리도서관, 2010. 12. 16, 10:00-12:00.

33.

41) Sandra Feinberg 관장과의 전자우편 인터뷰, 2011. 2. 12.

34.

42) Norman Mass 관장, Terry Wanser 사서와의 전자우편 인터뷰, 2011. 2. 23.

35.

44) IFLA, Libraries Serving the General Public, op. cit., p.7.

36.

45) Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, Marketing 3.0(Hoboken : John Wiley & Sons, 2010), pp.51-117.

37.

47) James A. Keller, “Branding and Marketing Your Library,” Public Libraries, Vol.47, No.5(Sept/Oct 2008), pp.45-51.

38.

48) Middle Country Public Library, Long Range Plan, <http://www.mcpl.lib.ny.us/pdf/long_range_plan.pdf> [cited 2011. 2. 11].

39.

Ben Carson, Chief of Pediatric Surgery, Johns Hopkins Hospital, Baltimore, Maryland

40.

Sandra Feinberg and Diantha D. Schul, “Family Place Libraries: Transforming Public Libraries To Serve Very Young Children and Their Families,” Zero To Three, Vol.21, No.3(Dec. 2000/Jan. 2001), p.6에서 재인용.

41.

53) Bessie Condos, Family Place Libraries Home page, <http://www.familyplacelibraries.org/index.html> [cited 2011. 2. 15].

42.

The Early Years Institute Homepage, <http://www.earlyyearsinstitute.org/eyi/index.php/learn-about-us/mission-a-history.html> [cited 2011. 2. 18].

43.

55) Dana E. Friedman 회장과의 전자우편 인터뷰, 2011. 2. 18.

한국도서관·정보학회지