閱讀是一切的根本，而圖書館是推廣閱讀和提供全民終身學習的場所。本研究為探討苗栗縣公共圖書館閱讀推廣成效評鑑與讀者滿意度，以提供本縣及其他縣（市）級圖書館作為提升服務品質的參考。本研究採取訪談法、文獻分析法及問卷調查法進行，採便利抽樣方式以苗栗縣18鄉鎮市立公共圖書館使用讀者為調查對象，發出樣本數共1,050份問卷，回收問卷969份，扣除樣本資料不完整者，有效樣本910份，有效問卷回收率為86.66%。 本研究利用SPSS統計軟體進行問卷統計，並以敘述性統計、獨立樣本t檢定、單因子變異數分析、信度分析等方法進行統計分析，研究分析結果如下： 一、基本資料：使用圖書館民眾以女性較多，職業以學生讀者為主，參加閱讀推廣活動最主要的訊息來源為海報文宣DM、網站、親友通知。最常參加的圖書館閱讀推廣活動為繪本共讀、說故事活動。 二.調查結果：對於本縣公共圖書館閱讀推廣成效與讀者滿意度調查顯示獲得讀者支持與肯定，整體表現滿意度高。民眾滿意度最高之前六項為：「嬰幼兒」館藏（4.66）、「兒童」館藏（4.62）、「借書次數」比以前增加（4.60）、推廣活動「訊息的提供管道」（4.59）、「Bookstart閱讀起步走-嬰幼兒」閱讀推廣活動（4.58）及「兒童」閱讀推廣活動（4.58）。而民眾最不滿意的之前六項為：「本土語言」館藏（3.13）、「多元文化」館藏（3.15）、「多元文化」閱讀推廣活動（3.20）、「本土語言」閱讀推廣活動（3.32）、「銀髮樂齡」館藏（3.70）及「銀髮樂齡」閱讀推廣活動（3.84）。 最後提出本研究結論，作為公共圖書館經營與運作之參考，並對未來相關後續研究提出建議。 / Reading is the foundation of everything, and the library is the place to promote reading and provide lifelong learning for all. This study aims to survey the overall satisfaction of Miaoli County Public Library patrons and examine the effectiveness of the library’s reading programs. The methods covered by this research study include a personal interview, literature analysis, and an expansive survey on Miaoli County Public Library patrons from the main library and its 18 branches. Of the 1050 questionnaires that were distributed as part of the survey, 969 questionnaires were completed. The questionnaires with incomplete answers were excluded, and the remaining 910 surveys were used in this analysis, resulting in a response rate of 86.66%. In this study, the researcher uses descriptive analysis, independent T-test, one-way ANOVA, and reliability test to analyze the data. The results are as follows: Most of the patrons of Miaoli County Public Library are female and students. The patrons primarily acquire information about reading activities through library posters, the online website, or by word of mouth from their family members. The most popular library reading promotion activities are the picture book reading and story-telling activities. The results also show that most patrons are satisfied with the library’s service and promote reading activities. They are most satisfied with the library’s infants and young children collections (4.66), children collections (4.62), frequency of borrowing books (4.59), bookstand activities (4.58) and reading activities for children (4.58). Otherwise, they are most unsatisfied with the library’s native language collection (3.13), Multiculturalism collection (3.15),reading activities on Multiculturalism (3.20), reading activities of native language (3.32), collections for elders (3.70) and reading activities for the elders (3.84). The results of this study are presented as reference for improving public library operations and can serve as insight for future research.

本研究透過文獻探討，對圖書館行銷進行瞭解，進而對國內外公共圖書館所舉辦的兒童服務之狀況深入探討，並選擇臺南市立圖書館（以下簡稱南市圖）為研究對象，以參加南市圖兒童推廣服務的家長為調查對象，就研究結果提出具體的建議以作為臺南市立圖書館往後在實施行銷活動與兒童服務時的參考，希望藉由良好的圖書館行銷，吸引臺南市民，建立起圖書館與市民之間良好的溝通管道，使圖書館成為臺南市民生活中不可缺少的生活必需品，創造市民與圖書館之間的雙贏局面。 本研究採用問卷調查法以及訪談法方式，問卷調查臺南市立圖書館的兒科館、南區、東區與安南區分館等四分館進行問卷調查。訪談則包含南市圖館長與推廣組組長。研究結果呈現（一）、與孩童一同參與活動之家長，其職業影響到館的次數；（二）、參與南市圖兒童服務的兒童與家長，對於南市圖未來兒童服務的期許有所出入；（三）、南市圖在施行圖書館行銷時並未運用圖書館行銷規劃；（四）、南市圖活動資訊能見度不高，造成讀者被動；（五）、南市圖在設計兒童推廣活動時較少引入圖書館利用教育之概念；（六）、南市圖並未充分與國民中小學合作，以推廣兒童服務；（七）南市圖未來仍須繼續開發圖書館行銷通路。 本研究建議南市圖應針對館員多舉辦以兒童服務為主題之行銷研習營。而未來南市圖仍須以兒童意見為主，以設計圖書館兒童服務內容，並且仍須積極推動以讀者為導向的圖書館行銷活動，定期發函至臺南市各國中小學，將訊息公布至學校公佈欄與學校圖書室中，同時加強家長的圖書館利用教育，多善用網路資源，以求迅速、無時差的傳播資訊。 / This study plans to set up and understand library marketing through the document discussion , and then serve and investigate to children’s service of the domestic and international public libraries with the concentiation on the Tainan Municipal Library , and the parents participating in its children’s extension service. Concrete suggestions are offered from the result of study in the hope of attracting the attenting of the people of Tainan city, and setting the good communication channel between the library and citizens with good library marketing.It is also hoped to make the library become indispensable to the people of Tainan city, and create the integrated situation between the citizens and the library. This study adopts the investigation method through the questionnaires and interviews.The questionnaires are undertaken in the four districts of The Tainan Municipal Library ,and the interviews are director of The Tainan Municipal Library and the chief of its Extension Department. There are six results of the study.First, parents participating in the activity with children together will have an influence over the rate of the library visits. Second, children who participate in The Tainan Municipal Library’s children’s service have different expectations of the The Tainan Municipal Library’s children’s service from their parents.Third,the Tainan Municipal Library has not used the library marketing plans in its marketing implementation. Fourth, the visibility of activity information of The Tainan Municipal Library is not so obvious, that its readers are passive. Fifth, the designs of the extensuon of children’s activities in the future need to have pluralism and the introduction of the conception of service marketing the library utilization education. Sixth, the children of The Tainan Municipal Library must have more conceptions with middle and primary schools. Seventh, the Tainan Municipal Library must continue to develop the library marketing channels. This study suggests that the public library should develop a set of its children own marketing ways, in order to promote the satisfaction in children service sponsor more marketing camps with themes on the children service.In the future, the Tainan Municipal Library still need to focus on children's needs as developing the content of children’s service, and marketing must still be readers-oriented, notify regularly all middle and elementary schools with the marketing-related unformation and have such information announced on the school and its library bulletin boards. Furthermore, the library utilization education should be reinforce to parents, at the same time and the network resources should be more properly need so as to make the necessary information transmitted rapidly without any time gap.