以讀者需求探討交通大學圖書館之推廣策略

Abstract

大學圖書館肩負支援教學研究的重大任務，但在網際網路發達及蒐尋引擎強大功能的威脅下，大學圖書館應思考如何應用行銷策略來加強學生有效率的使用圖書館，促使圖書館提供切合讀者需求的服務及活動，以及強化圖書館的資訊中心的功能及在校園中的重要性。本研究主要應用問卷調查進行讀者行為研究，並以交通大學的大學部、碩士班、博士班及碩士在職專班學生為研究對象，以了解讀者使用圖書館目的、對圖書館館藏、環境、 服務、活動及訊息傳遞方式等的認知、使用狀況與建議。

本研究結論為：1. 不同學生身分的不同學院學生對於使用視聽中心資料、讀書及參加圖書館活動的需求是有顯著差異；2. 不同學生身分的不同學院學生認為符合目前就讀科系或研究領域需求的館藏資料類型有顯著差異，但認為應加強的館藏資料類型無顯著差異；3. 不同學生身分的不同學院學生在圖書館空間使用的差異只有部分顯著；4. 不同學生身分的不同學院學生對於使用圖書館網頁上提供之各項功能的差異只有部分顯著；5. 不同學生身分的不同學院學生對於因圖書館推廣活動而想尋找更深入館藏及圖書館利用教育課程需求的差異只有部分顯著；6. 不同學生身分的不同學院學生獲得圖書館訊息方式的差異只有部分顯著；7. 超過八成的學生對圖書館館藏、環境、服務、活動及整體感到非常滿意或滿意；8. 讀者建議多集中於館藏、環境及服務。

根據上述研究結論，本研究提出六點建議：1. 訂定短、中、長期的館藏發展計畫；2. 環境方面要加強出入口管理、加強公用電腦的管理、加強閱覽空間的舒適性；3. 服務方面要加強學科專家的功能、重新調整圖書館網頁的功能；4. 推廣活動與訊息傳遞方式方面要利用特殊事件舉辦相關活動、加強宣傳資料製作、善用影音部落格（Vlog）、利用不同的通路來接觸不同的目標客群；5. 加強館員的行銷概念；6. 善用行銷策略。

The upmost responsibility of university library is to support teaching and research . Due to the quick development of the Internet and the strong power of search engine, the university library should think over how to apply marketing strategy to strengthen the efficient usage of library by the students, how to provide the necessary and adequate service for the readers and how to enhance the function of library as the information center and the importance in the campus .The research studied the readers’ behaviors mainly through questionnaire, , which aimed at the students of NCTU and try to figure out the purpose and the status about collections, environment, service, activity, information delivery etc. for the usage of the library.

The research leads to the following conclusions :1. There is significant differentiation about requirement between different student category and college among study , the usage of Audio Visual Center and participation library activity. 2. There is significant differentiation within different student category of different college about what is the material type which is fit to the major or research requirement, but what should be enhanced about the material type show no significant differentiation. 3. There is only partially significant differentiation within different student category of different college about the usage of library space. 4. There is only partially significant differentiation within different student category of different college about the usage of function provided on the library webpage. 5. There is only partially significant differentiation within different student category of different college about the require for further study from collections and library utilization education course. 6. There is only partially significant differentiation within different student category of different college about how to acquire library information. 7. Over 80 percents of students were satisfied with collections、environment、service、activities and overall performance. 8. The readers’ suggestions mostly focused on collections / environment /service.

Based upon the research conclusions above, the research leads to the following suggestions: 1. About collections, the library should set the short / medium / long term development plan. 2. About the environment , more control is suggested about the the entry and exit and the public computer. The promotion of the comfort level of reading space is expected. 3. About service , the library should strengthen the function as subject specialists and re-adjust the function of webpage of the library. 4. About promotion activities and information delivery, the library should held activities which is relevant to special event, improve the production of advertisement material and make good use of Vblog in order to reach different target group with different channel. 5. The library should educate the marketing concept to the librarian. 6. The library should make good use of marketing strategies.