Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix

IF 3.4 3区 管理学 0 INFORMATION SCIENCE & LIBRARY SCIENCE
Ying Kit Cherry Kwan, Mei Wa Chan, Dickson K. W. Chiu
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引用次数: 2

Abstract

PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.
数字时代特色图书馆的青年营销发展——基于7Ps营销组合的品味图书馆
目的在21世纪,由于阅读习惯的转变和技术的影响,图书馆的用户数量大幅下降,因此图书馆必须进行转型,并更加重视图书馆营销。特别是特殊图书馆,由于其私有制和资源有限,严重依赖读者生存。本文旨在讨论上述目标。设计/方法论/方法本文考察了香港的一家特殊图书馆Taste Library,并根据对其创始人的采访、网站内容和社交媒体的存在分析了其目前的做法。7Ps营销组合模型用于评估图书馆当前市场地位的优势和劣势。发现品味图书馆现有的做法在吸引年轻顾客方面存在局限性。为了解决这个问题,我们提出了营销策略,重点是增强社交网络的影响力,提供数字化内容,并参与学校外联。实践意义通过专注于青年营销,本研究为特殊图书馆制定转型和保持可持续性的战略计划提供了宝贵的见解。独创性/价值很少有研究集中于在当今数字化经济中营销小型专门图书馆,尤其是在东部。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Library Hi Tech
Library Hi Tech INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.30
自引率
44.10%
发文量
97
期刊介绍: ■Integrated library systems ■Networking ■Strategic planning ■Policy implementation across entire institutions ■Security ■Automation systems ■The role of consortia ■Resource access initiatives ■Architecture and technology ■Electronic publishing ■Library technology in specific countries ■User perspectives on technology ■How technology can help disabled library users ■Library-related web sites
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