关键词: 公共图书馆, 营销管理, 图书馆形象, 图书馆制度, 管理机制, 图书馆治理

Abstract:

Public libraries need to face the challenges, introduce the useroriented marketing idea to obtain the user’s trust and support, shape the image through marketing management and to achieve its social value. The paper uses the web-based survey, interview method, comparative studies and other research methods, to investigate and analyze marketing management of public libraries in Jiangsu Province. The paper takes fourdimensional investigation methods, including online survey, basic survey,depth investigation and extended investigation, to pursue multi-dimensional, multi-level,multi-faceted investigation and analysis and to improve the reliability and validity of the research.On the basis of the analysis, it summed up the experience of marketing management of public libraries in Jiangsu Province, and put forward a sound proposal about marketing management mechanism of public libraries.

Keywords: Public library, Marketing management, Image of library, Institution of library, Management mechanism, Library governance