fnctId=thesis,fnctNo=295
공공도서관 독서치료서비스의 활성화를 위한 마케팅 전략
- 링크
- http://www.riss.kr/link?id=T13256793
- 작성자
- 조지은
- 저자
- 김경숙
- 발행사항
- 부산: 부산대학교, 2013
- 발행일
- 2013.08
- 국문초록
- 영문초록
- In order to maintain the public library's status as a core establishment in society, there is a need to satisfy users' demands of public libraries while instilling a positive image creating a useful service, despite threats and challenges from inside and outside the infrastructure.
The reading of books improves the quality of life of a library's users, which in turn, increases the value that people place in libraries, thereby encouraging them to use public libraries more often.
This study seeks to understand the thoughts and demands of the users of the public library bibliotherapy service. It also sheds light on both positive aspects and limitations when applying the 6Ps of Marketing. It also looks at the bibliotherapy's effect on the improvement of users overall mental health in Busan, Ulsan, and Kyungnam areas. Lastly, it suggests a marketing plan to improve and revitalize the public library bibliotherapy service through 6P frame.
Research was conducted on 34 public libraries in the Busan, Ulsan, and Kyungnam areas that provided the bibliotherapy service to their users. Additionally, a survey was conducted to fully understand the requests and perception that users have towards bibliotherapy. In order to better comprehend the effects of the bibliotherapy service had on its users over the past ten years, participant observation were made as a program facilitator. In depth interviews, record analyses, and case studies were done with library directors, librarians, the program facilitators and participants.
By collecting and studying the thoughts and opinions of both users and non-users of the bibliotherapy, a proposal was creaked to reinvent the program.
During the month of July in 2012, email addresses of public library users in Busan, Ulsan, and the Kyungnam area were collected. Then for two weeks, starting from the August 1, 2012 (until August 14), surveys were distributed. A total of 1,183 surveys were sent out and 648 people, or 54.8%, replied. The answers to these survey questions were analyzed using PAW Statistics 18 software.
It was found that most respondents of the survey had a positive impression of the bibliotherapy. They also expressed interest in the expansion of the service to all libraries, as opposed to its current limited availability.
In addition, for the purposes of optimizing the improvement of the bibliotherapy, the approach has been dissected using the 6Ps of Marketing (Product, Price, Place, Promotion, People, and Point in time) as analytic criteria.
The Product portion is the development of self-help books and publishing and the distribution of self-help book lists according to varying situations.
When looking at Price, the use of the program is free of cost to its users, including value added features such as lifetime education accounts and training
In terms of placement, self-help books are put on separate bookshelves so that users can easily find them.
The Promotion focuses on the healing effects of reading in libraries and the efficacy of the bibliotherapy program, as well as the users continued involvement with the programs and the libraries' web sites,
The People portion is represented by increasing librarians' abilities in various tasks to boost participation in the program, as well as to identify positive changes and growth seen in users.
Finally, in terms of the Point in time, the bibliotherapy program should be made available in schools, in prisons (particularly in juvenile detention centers), resource centers for the handicapped and so on.
Additionally, based on this study, the following marketing strategies to break through limitations of the bibliotherapy services at public library have been proposed:
First, develop the bibliotherapy service as a specialized library program. Maintain the program using systematized procedures and continuous development of self-help book lists as a method to increase the quality of products offered within the library setting.
Second, promote the bibliotherfpy service as a low cost/ high efficiency strategy with success stories, identify the bibliotherapy service with branding and fund follow-up activities to support the participants,
Third, strategically use the library space effectively. Include a separate area for the bibliotherapy service and additionally expansion of the library is recommended to make the area more approachable instilling in users an impression of the library as a place of healing and comfort.
Fourth, as an advertisement strengthening strategy, the diversification of advertisement, sharing of the stories of program participants, and releasing information of 'Korea Reading to Heal Society' homepage and Readers' Advisory Service' of Namsan Library homepage, with the library's consent, are suggested.
Fifth, in the context of librarian training and customizing strategy, as librarians are educated in the areas of healing and treatment via reading, specialization and subdivision occurs, and customized bibliotherapy programs for each individual can be provided according to specific needs.
Lastly, as a suggestion for timeliness, on-off line readers' advisory service, bibliotherapy program for victims of catastrophe, and proactive bibliotherapy expansions are offered.
- 일반텍스트
- 첨부파일