高校图书馆服务品牌内化的理论构建——基于扎根理论的探索
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摘要
本文通过对3所案例图书馆的扎根理论研究构建高校图书馆服务品牌内化的理论模型,从组织内化、转换机制和馆员内化3个维度综合考察了高校图书馆服务品牌内化的动因和表现,认为高校图书馆服务品牌内化是由图书馆组织内部构建起组织融贯的内化基础后,通过转换机制形成与馆员层面匹配与转化的选择集合,最终由馆员根据利益选择和群体意识对服务品牌形成内化的过程。
Based on the grounded theoretical research of three case libraries, this paper constructs the theoretical model of the internalization of university library service brand, and comprehensively investigates the motivation and performance of the internalization of university library service brand from three dimensions: organization internalization,conversion mechanism and librarian internalization. It is believed that the internalization of university library service brand is the basis of organizational coherence built within the library organization. Then over-conversion mechanism forms a set of choices matching and transforming with the level of librarians. Finally, librarians internalize the service brand according to their interests and group consciousness.
Based on the grounded theoretical research of three case libraries, this paper constructs the theoretical model of the internalization of university library service brand, and comprehensively investigates the motivation and performance of the internalization of university library service brand from three dimensions: organization internalization,conversion mechanism and librarian internalization. It is believed that the internalization of university library service brand is the basis of organizational coherence built within the library organization. Then over-conversion mechanism forms a set of choices matching and transforming with the level of librarians. Finally, librarians internalize the service brand according to their interests and group consciousness.
引文
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[3]MAVUSO M.Old wine in new wine skin:marketing library services through SMS-based alert service[J].Library Hi Tech,2012,30(2):310-320.
[4]龚新年,邹序明.公共图书馆特色服务品牌建设:以深圳市盐田区图书馆“海洋”主题服务为例[J].图书馆,2013(4):132-137.
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[6]陈蓉.“五全”服务模式下的江阴图书馆文化品牌形象塑造[J].图书与情报,2013(1):112-115.
[7]由薇波.新媒体时代专业图书馆品牌管理探析[J].图书馆理论与实践,2017(8):27-30.
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[9]邓爱东.国外公共图书馆品牌建设的研究及对我国的启示[J].图书馆,2013(3):65-68.
[10]BELINDA T,ASHLEY E.Engaging with clients and personalizing services at UTS Library:measuring the value for libraries and their clients[J].The Australian Library Journal,2011,60(3):237-247.
[11]刘天昕,庞丽川.图书馆服务品牌的塑造[J].图书馆工作与研究,2005(3):75-77.
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[19]ROSNANI A,LAILI H,NORASIAH H.Criteria for effective authentic branding for services of academic librarians in University Saints Malaysia Libraries[J].Social and Behavioral Sciences,2016,224(3):452-459.
[20]MAVUSO M.Old wine in new wine skin:marketing library services through SMS-based alert service[J].Library Hi Tech,2012,30(2):310-320.
[21]SATO C.Academic library service for the next decade[J].Library and Information Science,2007,58:1-27.
[22]CURRY K.America’s star libraries:the LJ Index of Public Library Service 2015[J].Library Journal,2015,140(18):24-34.
[23]郭荣梅.品牌化与创新:高校图书馆阅读推广工作的着力点:以南京交通职业技术学院“双旦悦读”为例[J].图书馆学研究,2018(8):71-75.
[24]POWELSON S,REAUME D.Using the results of a satisfaction survey to demonstrate the impact of a new library service model[J].Health Information and Libraries Journal,2012,29(3):223-232.
[25]张浩如.大数据时代的图书馆品牌建设与营销[J].图书与情报,2016(5):70-75.
[26]PINTO M,FERNANDEZ M.The impact of information behavior in academic library service quality:a case study of the science and technology area in Spain[J].Journal of Academic Librarianship,2010,36(1):70-78.
[27]张必兰.图书馆文化品牌建设案例研究:以重庆工商大学图书馆“翠湖文化”为例[J].图书馆学研究,2016(3):15-18.
[28]DOUGHERTY W.Managing technology in libraries:a look to the past with hope for the future[J].The Journal of Academic Librarianship,2010,36(6):543-545.
[2]张月群,俞海平,丁青.高校图书馆文化服务品牌建设策略[J].图书情报工作,2014,58(19):68-73.
[3]MAVUSO M.Old wine in new wine skin:marketing library services through SMS-based alert service[J].Library Hi Tech,2012,30(2):310-320.
[4]龚新年,邹序明.公共图书馆特色服务品牌建设:以深圳市盐田区图书馆“海洋”主题服务为例[J].图书馆,2013(4):132-137.
[5]MALONE A.Creating your library brand of services:communicating your relevance and value to your patrons[J].Journal of Academic Librarianship,2009,35(1):88-98.
[6]陈蓉.“五全”服务模式下的江阴图书馆文化品牌形象塑造[J].图书与情报,2013(1):112-115.
[7]由薇波.新媒体时代专业图书馆品牌管理探析[J].图书馆理论与实践,2017(8):27-30.
[8]SUSANNA D,EVERYL Y.Service design with the patron in mind:a step-by-step guide for libraries[M].Chicago:American Library Association,2004.
[9]邓爱东.国外公共图书馆品牌建设的研究及对我国的启示[J].图书馆,2013(3):65-68.
[10]BELINDA T,ASHLEY E.Engaging with clients and personalizing services at UTS Library:measuring the value for libraries and their clients[J].The Australian Library Journal,2011,60(3):237-247.
[11]刘天昕,庞丽川.图书馆服务品牌的塑造[J].图书馆工作与研究,2005(3):75-77.
[12]大卫·希尔弗曼.如何做质性研究[M].李雪,译.重庆:重庆大学出版社,2009:4-5.
[13]ANSELM S,JULIET C.Basics of qualitative research:techniques and procedures for developing grounded theory[M].California:SAGE publications,1998:55-57.
[14]STRAUSS A L.Qualitative analysis for social scientists[M].Cambridge:Cambridge University Press,1987:5-7.
[15]陈向明.扎根理论的思路和方法[J].教育研究与实验,1999(4):58-64.
[16]胡幼蕙.质性研究:理论、方法及本土女性研究实例[M].台北:巨流图书公司,1994:32-33.
[17]BAE K,CHA J.Analysis of the factors affecting the quality of service in public libraries in Korea[J].Journal of Librarianship and Information Science,2015,47(3):173-186.
[18]杨莉,兰小媛,陈进.大学图书馆品牌经营与推广渠道:以上海交通大学图书馆IC~2创新型服务品牌实践为例[J].图书馆建设,2011(3):99-102.
[19]ROSNANI A,LAILI H,NORASIAH H.Criteria for effective authentic branding for services of academic librarians in University Saints Malaysia Libraries[J].Social and Behavioral Sciences,2016,224(3):452-459.
[20]MAVUSO M.Old wine in new wine skin:marketing library services through SMS-based alert service[J].Library Hi Tech,2012,30(2):310-320.
[21]SATO C.Academic library service for the next decade[J].Library and Information Science,2007,58:1-27.
[22]CURRY K.America’s star libraries:the LJ Index of Public Library Service 2015[J].Library Journal,2015,140(18):24-34.
[23]郭荣梅.品牌化与创新:高校图书馆阅读推广工作的着力点:以南京交通职业技术学院“双旦悦读”为例[J].图书馆学研究,2018(8):71-75.
[24]POWELSON S,REAUME D.Using the results of a satisfaction survey to demonstrate the impact of a new library service model[J].Health Information and Libraries Journal,2012,29(3):223-232.
[25]张浩如.大数据时代的图书馆品牌建设与营销[J].图书与情报,2016(5):70-75.
[26]PINTO M,FERNANDEZ M.The impact of information behavior in academic library service quality:a case study of the science and technology area in Spain[J].Journal of Academic Librarianship,2010,36(1):70-78.
[27]张必兰.图书馆文化品牌建设案例研究:以重庆工商大学图书馆“翠湖文化”为例[J].图书馆学研究,2016(3):15-18.
[28]DOUGHERTY W.Managing technology in libraries:a look to the past with hope for the future[J].The Journal of Academic Librarianship,2010,36(6):543-545.