Information services

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.

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.