Marketing

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.

本文以文獻分析的方法，研究三十年來行銷概念應用到圖書館及其資訊服務的情況，並將其分為萌芽時期、認知時期、接受時期及普遍時期四個階段。最後筆者提出圖書館行銷相關研究的問題，及其未來的研究發展趨勢做為本文的總結。

In this paper, the author tries to investigate the progress of applying marketing concepts to libraries in the past three decades. The author divides the progress into four periods, namely, period of emergence, awareness, acceptance, and pervasion. The final part of this paper is an analysis of the problems involved in this research.

機構典藏乃運用資訊科技將組織成員的學術產出以數位方式保存，進而達到
檢索與利用的目的，為現今重要學術傳播趨勢。本文首先探索企業管理中行銷概
念在機構典藏上的應用，說明市場行銷導向如何增進機構典藏效率的方法；其次
介紹國外三所同樣採用DSpace作為機構典藏系統之大學：堪薩斯大學、印第安那
大學－普渡大學、以及香港科技大學，三校所採行的方案及運作機制皆有值得參
酌之處；再者分享臺大機構典藏推廣經驗，及實際推展上所遭遇問題，並提供有
效解決方案，殆可供作國內相關機構擬著手展開機構典藏時之實作參考。

An institutional repository (IR) is responsible for preserving an academic institution’s research output in digital format in order to facilitate information access and utilization. This article explains how enterprise management strategies can be applied by an institutional repository in order to enhance its efficiency. This article also examines the implementation of DSapce, an IR system at Kansas University (KU), Indiana University-Purdue University Indianapolis (IUPUI) and Hong Kong University of Science & Technology (HKUST). Furthermore, this article details the experiences of implementing the National Taiwan University’s own institutional repository, discussing the issues encountered and solutions employed during its development.