The Study of Internet Marketing Strategy in Public Libraries:A Case Study of Taipei County Library

• Main Authors: Ching-Fen Chuang, 莊靜芬
• Other Authors: 謝寶煖
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46205865336915740238

碩士 === 臺灣大學 === 圖書資訊學研究所 === 96 === Public libraries have been changing and pursuing innovation for challenging the exponential increase of the information requirements within the information epoch, by means of applying marketing strategy to satisfy regular users’ demands and then to create added values for saving expenditure and employing limited resources. An Internet marketing plan for different groups of customers that will be more suitable for readers via the Internet, of which interaction, contingency, globalization, connection, customization, multimedia are to obtain library information resources economically and efficiently. The survey research was performed by an Internet questionnaire. We sent survey emails to 1000 randomly sampled internet member readers in Taipei County Library to fill up the questionnaire. The conceptual structures and content of the questionnaire that contained the marketing theories and application analyses in businesses, NGOs and libraries by organizing related literatures. Duration of collecting questionnaire is 14 days, since the day we sent the survey request emails as the starting date. The findings of the research: Internet reader highly recognized that Internet services in Taipei County Library, which are readers oriented Internet services highly suffice the requirements of Internet services, to save dramatically the cost of time and expenditure.While a reader sensed the value of information of being transmitted by the library, correspondingly raised their satisfaction and brand image. That also means the success of network marketing in the public library. The result of the survey presented that the majority of network members in the library were female, most of them were 30 something, and over 80% obtained college degrees. In the construct of usage behaviors, 76% of respondents have used Internet over 5 years, and 71% of them hooked up Internet almost every day. The services of online check out and network book was the most agreed item for saving much time in the library. Nevertheless, the most disagreed item was that the service would be chargeable for users. According to the synthesis of the analyses for the awareness of Internet services in Taipei County Library, there hereby are concrete conclusions as below: The marketing target markets in Taipei County Library consisted of (1) the primary target market aims the higher degree educated young female readers with familiar Internet skills (2) the potential target market aims teenage readers. The Internet marketing strategic factors were categorized into 3 classes: (1) Core factors: Convenience of operation in the library web site and abundances in the library Internet services. (2) Secondary factors: Personalization network promotion platform, awareness of prices and Interaction of information communication. (3) General factors: Degrees of involvement and experience about Internet services. We defined the Internet application service marketing strategies by the principle of Internet marketing target market and strategic factors that are: (1) Reformation with simplification of Internet information services (2) Construction of abundant living, literature, and traveling issues that associated with subjective resources networks (3) To push a personalized network platform by the main stream technologies (4) Value multiplied added Internet information service without the load of charging (5) An interactive Internet information service platform provided expertise solutions with soft communication skills (6) Accessibility of Internet information services for the disability.