Shan-ju L. Chang

在電子科技的衝擊中，我們正思索圖書館未來的角色與定位，包括電子圖書館應提供什麼服務，內容的深度與廣度等關鍵性的問題。面對組織變革之際，我們極需一套有用的思考工具。本文主張行銷理論提供一個有力的思考架構，可幫助我們有系統地描繪圖書館未來的藍圖。行銷理論不只是一個觀念，更包含一套可行的技術與程序。不但公共圖書館應講究行銷，大學圖書館亦應運用行銷的理論與技術來提昇圖書館在師生心目中的地位，並確保圖書館提供的產品與服務是我們師生所需要與珍惜的。非營利事業之行銷乃為大勢所趨，本文就大學圖書館為什麼應有行銷的觀念，行銷的內涵是什麼，以及大學圖書館如何應用行銷分別探討。

This article discusses the major concepts of marketing as they are applied to library services in an academic community. It is argued that marketing is a powerful tool not only for a public library but also for an academic library. College and university libraries can benefit from practicing customer-oriented information services that is the centrality of marketing management.

系統介面上資訊的組織與呈現，與使用者資訊行為的瞭解息息相關。本文從圖書資訊學的角度分析Amazon.com網站之資訊組織原則與瀏覽介面設計之特徵，分別歸納為五大原則特色，對同以書籍資料為主的網站或電子圖書館之建置期有參考價值。

The information organization and representation on browsing interface is closely related to the users’ information seeking and use behavior. From the perspective of library information science, this article analyzes the webpage designing of an Internet Bookstore, the Amazon.com, its organizational principle and browsing interface. Its characteristics can be classified into 5 principles and 5 features. This analysis expects to offer referential value to the construction of similar websites or digital libraries.