대학도서관의 효과적인 마케팅 전략 연구 : 충남대학교를 중심으로

다국어 초록 (Multilingual Abstract)

In the knowledge-based society of 21st century, university libraries face intense competitive environment. So they need to do 'library marketing' aimed at the organizations which they belong to and customers whom they serve for their survival and success. This study suggests the concept of 'library marketing', the cases of 'library marketing' in Korea, and concrete marketing management strategies for university libraries at Chungnam National University.
This paper consists of literature research, present status research, a questionnaire survey, and case studies. The literature research includes the university library marketing's definition, its features and the necessity of its marketing.
First, in an attempt to build the marketing strategy for Chungnam National University Library, this study collects the data from conducting homepage analysis and interviews to three librarians of Chungnam National University. Theses interviews are conducted during form April 2 to 20 in 2009, three times.
To analyze the present status research for Chungnam National University Library's marketing, this study classifies the research standard elements as 4P(product, place, price, promotion) mix. Based on the findings from the interviews, this study elicits the problems from the library and thus built the foundation of the marketing strategy. The case studies are conducted by targeting 5 university libraries in Korea and analyzed their present status of marketing.
To analyze the market information, research method for this study is occupied a survey for 200 students in Chungnam National University during May in 2009. Results of the survey can be regarded as users needs and can be used for fundamental data of marketing strategy. According to the results of the survey, users want to improve the place, product, promotion elements in order.
This paper tries to find solution by utilizing the analysis of STP(market segmentation, targeting, positioning). Market segmentation strategy was used for segmenting the market(professors, school personnels and students) and Targeting strategy is used for targeting the student's market.
Finally, this paper shows the stages for user analysis, positioning and process of operational marketing for Chungnam National University. And also suggests the marketing mix - place strategy, product strategy and promotion strategy - that can be applied to university libraries.

목차 (Table of Contents)

• 1. 서론 1
• 1.1 연구의 필요성 및 목적 1
• 1.2 선행연구 3
• 1.3 연구의 방법 및 범위 4
• 2. 이론적 배경 6
• 2.1 도서관 마케팅의 의의 6
• 2.2 도서관 마케팅의 특성 10
• 3. 충남대학교와 국내 대학도서관 마케팅 현황 분석 19
• 3.1 충남대학교 도서관 마케팅 현황 분석 19
• 3.2 국내 대학도서관 마케팅 사례 분석 32
• 4. 마케팅 시장정보의 분석 42
• 4.1 이용자 실정 조사 44
• 4.2 이용자 만족도 조사 47
• 4.3 이용자 요구사항 조사 48
• 5. 충남대학교 도서관의 마케팅 전략 수립 방안 60
• 5.1 마케팅의 전략적 계획 절차 60
• 5.2 마케팅 성공을 위한 핵심 전략 64
• 5.3 효과적인 최적 마케팅믹스의 개발 70
• 6. 결론 88
• 참 고 문 헌 93
• [부록] 설문지 96
• Abstract 103