| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 93 === University library is capable of providing academic research and education support for a university. Therefore, how the readers utilize the resources in the library effectively is a problem that is worthwhile as a case study. One of the methods to increase the library utilization rate involves using commercial marketing techniques to help promote library resources. This method involves separating readers into different categories and locating high compatibility among the groups. The differences in the categories can be used to define different marketing strategies; thus, target marketing. This is an important topic for managing a modern library.
This research is based on case study of decision tree analysis from readers in a certain university by examining the check-out history and the student information database. The number of check-outs is used as the target variable and the decision variables used are semester grades, departments, student loan, and year of study. These decision variables are used to as a standard for differentiation in order to allow the library to carry out target marketing and classify different rules for relevant resources that may appeal to different groups of readers.
Based on analysis of students from different departments, the resources that appeal to readers usually relate to their area of studies. For example, students in management studies usually borrow statistics related books first followed by social science books. This also applies to students from other departments.
The reader differentiation analysis shows that readers that utilize the most library resources tend to have better grades. Therefore, schools are suggested to promote events to increase library utilization and regulate the minimum number of books a student must check-out per semester. This will not only increase the library resource circulation rate but will also improve the academic quality of the readers.
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