我国图书馆营销实践与研究

——IFLA国际营销奖我国获奖项目分析

摘 要 论文回顾了IFLA国际营销奖研究，揭示了当前图书馆营销面临的挑战与机遇，并对我国图书馆在IFLA国际营销奖中的获奖情况进行了分析。借鉴这些获奖项目的经验，对今后我国图书馆营销提出了切实贯彻系统营销理念、借助新媒体的优势、全面推进跨界融合、积极向外借力、借参赛促发展等建议。

关键词 图书馆营销；IFLA国际营销奖；系统营销

分类号 G252

DOI 10.16810/j.cnki.1672-514X.2023.12.012

Practice and Research of Library Marketing in China： Analysis of Award-winning Projects of Chinese Libraries in IFLA International Marketing Award

Chu Qinqin

Abstract This paper reviews the research of IFLA International Marketing Award， reveals the challenges and opportunities faced by the current library marketing， and analyzes the awarding situation of Chinese libraries in IFLA International Marketing Award. Learning from the experience of these award-winning projects， it puts forward some suggestions for library marketing in China in the future， such as implementing the concept of systematic marketing， taking advantage of new media， comprehensively promoting cross-border integration， actively asking for help from outside， promoting development by participating in the selection of IFLA International Marketing Award and so on.

Keywords Library marketing. IFLA International Marketing Award. Systematic marketing.

0 引言

国际图联（全称“国际图书馆协会联合会”，International Federation of Library Associations and Institutions，以下简称 IFLA）成立于1927年，是世界图书馆界最具权威、最有影响的非政府的专业性国际组织[1]。（剩余13399字）

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