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The Exploration of Chongqing Library’s Marketing Strategy from the NPO Perspective

Author: RenYing
Tutor: MaGuo
School: Chongqing University
Course: Public Administration
Keywords: Library Non-profit organizations Marketing
CLC: G259.2-F
Type: Master's thesis
Year: 2008
Downloads: 213
Quote: 0
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With the rapid development of the Chinese economy and the structural reform of the Chinese government , China 's public libraries affiliated institutions from government agencies into a non-profit organization ( NPO ) , commitments to public service . The 21st century , computer technology and network technology, the rapid build a new technology service platform for the development of the library . Impact of these macroeconomic conditions , China 's public libraries must adapt to the development of the times , to the marketing of the non-profit organization (NPO) , combined with its own architecture , and to develop appropriate marketing strategies , and thus a lower cost to the provide more valuable and efficient service to the public . The theoretical basis for the use of classical economics, human resource management , marketing principles , Public Management , Financial Accounting theorem analysis , and pest analysis , SWOT analysis , CRM and analytical methods in the analysis of the modern international and domestic book carry out the necessity and feasibility of marketing on the basis of the operation status Museum , public Library , described the development and purpose of the library ; Chongqing library , Chongqing library in which the political , economic, social , technical environment and services marketing environment , existing resources , marketing status quo analysis and research . The own historical accumulation, Featured Collection , hardware facilities , services , funding , publicity and other aspects of the paper from Chongqing , culture, geography , and Chongqing Library full range of multi-angle analysis of the status quo of Chongqing Library , Chongqing audience this unique market , determine a clear target market positioning and marketing strategy . The main strategies include external policies and internal policies , external strategies for market segmentation, the path of regional cooperation ; internal strategy to improve staff quality , the combination of multi- service and expand service channels , strengthening publicity work carried out , to carry out the marketing of digital library implementation of of reader satisfaction reader relationship management , strengthening of human resources management . Above strategies aimed at the the Chongqing Library as a non-profit organization the greatest degree of satisfaction of the members of the organization , enabling the organization to achieve better development space .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Library science,librarianship > The world Librarianship > China
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