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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
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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
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