바로가기메뉴

본문 바로가기 주메뉴 바로가기

Journal of Korean Library and Information Science Society

  • P-ISSN2466-2542
  • KCI

Article Contents

Prev Next
e-Submission

Vol.45 No.3

Citation Share

Library Marketing Model

Journal of Korean Library and Information Science Society / Journal of Korean Library and Information Science Society, (P)2466-2542;
2014, v.45 no.3, pp.249-270
https://doi.org/10.16981/kliss.45.3.201409.249

(2014). Library Marketing Model. Journal of Korean Library and Information Science Society, 45(3), 249-270, https://doi.org/10.16981/kliss.45.3.201409.249

Abstract

The purpose of this research is to suggest a library marketing model. To achieve the study purpose, this research adopted content analysis methodology. The research papers relating to the subject library marketing were analyzed using qualitative content analysis method. In addition, the study result was revised through the comparison with the general nonprofit marketing process model. As a result, library marketing model was proposed. The final library marketing model was composed of the following elements: 1)Customers(Library users), 2)Internal environmental changes, 3)External environmental changes, 4)Set library marketing goals, 5)Various library marketing strategies, 6)Specific marketing strategy tactics, 7)Implementation of the tactics, 8)Evaluation, 9)Positive evaluation result, 10)Negative evaluation result, 11)Customer satisfaction, 12)Increased library usage rate. and 13)Establishment the positive social value of library.

keywords
도서관 마케팅, 도서관 마케팅 모형, 내용분석방법, 질적 내용분석방법, Library marketing, Library marketing model, Content analysis, Qualitative content analysis

Reference

1.

김다해, 김기영. 2009. 고객관리(CRM) 관점에서의대학도서관주제전문서비스에관한연구. 정보관리학회지, 26(3): 89-110.

2.

김지은, 노영희. 2013. 도서관SNS 마케팅활성화방안에관한연구. 한국비블리아학회지, 24(3): 157-180.

3.

김종성. 2007. 학교도서관서비스체제강화를위한마케팅전략의적용. 한국도서관 정보학회지, 38(2): 373-397.

4.

노영희. 2008. 도서관마케팅전문사서의 양성방안에 관한 연구. 한국도서관 정보학회지, 39(1): 169-194.

5.

문헌정보학용어사전 편찬위원회. 2010. 문헌정보학용어사전. 서울: 도서관협회.

6.

박찬수. 2008. 마케팅원리. 서울: 법문사.

7.

변우열. 1999. 학교도서관의 마케팅 전략. 한국도서관 정보학회지, 30(3): 151-173.

8.

이성신. 2011. 지리정보시스템을 활용한 공공도서관 마케팅. 정보관리학회지, 28(3): 179-195.

9.

이영희. 2008. 서비스마케팅. 서울: 두남.

10.

이용재. 2012. 공공도서관마케팅전략: 뉴욕공공도서관사례를중심으로. 한국도서관 정보학회지, 43(4): 113-137.

11.

이용재. 2007. 전문도서관 마케팅 경영전략. 한국도서관 정보학회지, 38(3): 335-351.

12.

이진영. 1996. 미래의 공공도서관과 마케팅전략. 정보관리학회지, 13(1): 187-203.

13.

오경묵. 2011. 공공도서관브랜드강화를위한영어장서독서프로그램모형개발연구. 정보관리학회지, 28(4): 221-242.

14.

오경묵, 노영진. 2003. 공공도서관 전자정보실의 정보서비스 활성화를 위한 마케팅 전략에 관한 연구. 정보관리학회지, 20(3): 261-276.

15.

유길호. 2002. 고객관계관리(CRM)의 도서관 도입. 한국문헌정보학회지, 36(2): 25-38.

16.

조용환. 2011. 질적 연구. 서울: 교육과학사.

17.

한계문. 2003. 도서관의 인터넷 마케팅을 위한 시장세분화 전략. 한국도서관 정보학회지, 34(1): 111-129.

18.

황재영. 2011. 전문도서관의웹사이트분석을통한인터넷마케팅전략수립에관한연구. 정보관리학회지, 28(1): 105-122.

19.

Andreasen, Alan R. and Philip Kotler. 2003. Strategic Marketing for Nonprofit Organizations. New Jersey: Prentice Hill.

20.

Babbie, Earl. 2007. The Practice of Social Research. CA: Thomson Higher Education.

21.

Ferrell, Betty., Rose Virani, Marcia Grant, and Gloria Juarez. 2000. “Analysis of Palliative Care Content in Nursing Textbooks." Journal of Palliative Care, 16(1): 39-47.

22.

Ferrell, Betty., Rose Virani, Marcia Grant, and Tami Borneman. 1999. “Analysis of Content Regarding Death and Bereavement in Nursing Texts." Psycho-Oncology, 8: 500-510.

23.

Hsieh, Hsiu-Fang and Sarah E. Shannon. 2005. “Three Approaches to Qualitative Content Analysis." Qualitative Health Research, 15(9): 1277-1288.

24.

Kondracki, Nancy L., Nancy S. Wellman, and Daniel R. Amundson. 2002. “Content Analysis: Review of Methods and Their Applications in Nutrition Education." Society for Nutrition Education, 34(4): 224-230.

25.

Krippendorff, Klaus. 2004. Content Analysis. CA: SAGE Publications.

26.

Kondracki, L. Nancy, Nancy S. Wellman, and Daniel R. Amundson. 2002. “Content Analysis: Review of Methods and Their Applications in Nutrition Education.” Journal of Nutrition Education and Behavior, 34: 224-230.

27.

McEwen, Melanie.2004. “Analysis of Spirituality Content in Nursing Textbooks." Journal of Nursing Education, 43(1): 20-30.

28.

Potter, James. W. and Deborah Levine-Donnerstein. 2009. “Rethinking Validity and Reliability in Content Analysis." Journal of Applied Communication Research, 27(3): 258-284.

29.

Rabow, W. Michael., Grace E. Hardie, Joan M. Fair, and Stephen J. McPhee. 2000. “End-of-Life Care Content in 50 Textbooks From Multiple Specialists." JAMA, 283(6): 771-778.

Journal of Korean Library and Information Science Society

e-Submission OA Policy