從知識管理的觀點淺談學術圖書館服務行銷

以知識作為資本來發展經濟的時代裡，延伸資訊管理為知識管理並且把知識轉換為生產力的機制，是學術圖書館的專業職責。學術圖書館服務行銷理念的實踐應由內而外，圖書館管理者與館員對學術圖書館的核心價值與願景(促進館務，整合資源，與服務社會等)先建立共識。學術圖書館要做好服務的行銷，前提是先做好質與量的圖書館管理，且由上而下，明確任務，先行規劃，制定策略。學術圖書館資訊服務行銷組合運作前，應先研究及瞭解資訊消費者與資訊市場產銷狀況，亦即先做市場研究、消費者研究、與服務環境的研究，以便為學術圖書館資訊消費者提供適時、適地、適當，且符合經濟效益的資訊服務。學術圖書館資訊服務應「以客為尊」，著重於資訊消費者的個人化及個別化要求，資訊服務的實施更應有團隊精神以落實服務行銷理念。

In an era of knowledge economy, the major task for academic library is to transfer knowledge management and expand information management. Academic libraries should consider promoting library services, integrating resources as well as providing services for the society as their core-value and vision. To achieve this, the author suggests that a well-planned library management based on the findings from their market research and consumer research is essential. Thus, while the marketing of the library services is executed by a top-down approach, a team effort, the service offered by the academic library should be individualized information needs.