圖書館品牌經營策略之研究—以台北市立圖書館為例

圖書館因使用而存在，圖書館服務的核心乃為滿足顧客需求。然而當民眾有資訊需求時，圖書館卻不是民眾解決資訊需求的首選。品牌是行銷者用以與競爭者差異化其所提供的產品與服務之策略，圖書館可應用品牌策略差異化圖書館的服務形象與向顧客傳遞一致的溝通訊息，強化顧客認知，提昇圖書館專業服務的價值，使圖書館成為顧客心中資訊服務的領導品牌。本研究即探析品牌經營於圖書館之應用，建構圖書館品牌經營架構，並以臺北市立圖書館為個案進行實驗研究，透過訪談與問卷調查比較該館顧客與服務人員對其服務認知的差距，以提出臺北市立圖書館品牌經營策略之建議。

Libraries are meant for use. All the services in the library cater to customers’ needs. However, when people need to have information, libraries are not always the top priority to solve their problems. Branding strategies are the means by which marketers differentiate their products/services from competitors. Libraries can apply branding strategies to develop a distinctive image and convey a consistent message to customers about library services. Branding strategies can also help libraries to strengthen the awareness of customers and promote the values of library professional services. This study explores how branding strategies can be applied to libraries, and tries to build a framework of library branding strategies. The study takes Taipei Public Library as an example to investigate the recognition gaps among library customers and librarians about its brand image and brand identity. Finally, a few suggestions are proposed as references for developing Taipei Public Library branding strategies.