大数据时代的高校图书馆4C营销策略

摘要

Big data technology will bring great influence to the marketing idea and marketing paradigm of marketing activities,including standard of reading service evaluation in university libraries.Centering on the need of consumers,the 4C marketing strategy requires the libraries to implement the product strategy of entering readers demand,the marketing channel strategy of improving the convenience of the readers and the promotion strategy of communication with and among readers,so as to provide personalized serv-ices for every reader and truly realize the reader centered service tenet.%大数据时代的来临必将给营销理念和营销范式等营销活动带来巨大影响，在数据化的浪潮中，高校图书馆服务评估标准也将发生重要变革。根据以消费者为中心的4C营销组合理论，高校图书馆要求实施以读者需求为中心的产品策略、以提高读者便利性为导向的渠道策略和以与读者沟通为纽带的促销策略，从而为每个读者提供个性化服务，真正实现以读者为核心的服务宗旨。