鄉鎮圖書館與社區充分合作，使圖書館成為社區資源中心，是目前鄉鎮圖書館經營的重要目標。但是其中仍有許多問題尚待解決，包括鄉鎮圖書館對社區資源的認識不足與經費、人力資源的缺乏等，都形成鄉鎮圖書館發展的阻礙。因此本研究期望藉由對與社區結合有良好成效之圖書館進行研究，探討其運用社區資源行銷圖書館之經驗，以作為未來鄉鎮圖書館經營之參考。
本研究旨在探討鄉鎮圖書館成功運用社區資源行銷之經驗，瞭解鄉鎮圖書館行銷成功之因素，以及行銷過程中所面臨之問題。欲探討的研究問題如下：（一）鄉鎮圖書館如何發掘可運用之社區資源並尋求合作？（二）鄉鎮圖書館可運用的社區資源類型為何？（三）結合社區資源之行銷方式為圖書館和社區所帶來之效益為何？（四）鄉鎮圖書館在行銷過程中遭遇之困難？（五）鄉鎮圖書館如何因應行銷過程中所遭遇的困境？
本研究採用個案研究法與訪談法，選擇以臺北縣深坑鄉、萬里鄉、新店市及宜蘭縣南澳鄉、宜蘭市及壯圍鄉立圖書館為研究對象。運用個案研究法蒐集各館之營運資料，瞭解各館營運之概況及行銷活動運作之情形。另外利用訪談法，訪談對象包含鄉鎮圖書館工作人員及社區人士，藉此瞭解鄉鎮圖書館工作者與社區成員對於鄉鎮圖書館運用社區資源之看法，探究其運用社區資源之經驗。
綜合各項資料歸納出結論，在社區資源的發掘方面，鄉鎮圖書館應掌握三項重點：（一）深入瞭解社區環境，充分運用社區之特色；（二）主動出擊經營公共關係，加強與社區的互動；（三）圖書館與社區的合作必須建立在互利的基礎之上。社區資源的型態會因各地區的發展而有所差異，各鄉鎮圖書館也會因應各自的經營策略而對社區資源有不同的運用方式，而圖書館可以運用的社區資源可分為（一）文化資源；（二）機構資源；（三）人力資源；（四）自然資源。
運用社區資源為圖書館行銷所帶來的效益包括（一）閱讀人口成長；（二）建立圖書館之經營特色；（三）提昇圖書館的能見度，增加民眾對圖書館的認同感。為社區帶來的效益則包括（一）提昇社區藝文風氣；（二）提供民眾成長、學習的機會；（三）提昇社區能見度，帶動社區發展。
鄉鎮圖書館在運用社區資源行銷的過程中面臨的困境包括（一）資源缺乏；（二）圖書館與社區認知上的歧異；（三）政治干預專業；（四）圖書館活動創新性與行動力不足。面對行銷的困境，鄉鎮圖書館的因應方式為（一）圖書館應該扮演資源整合者的角色；（二）適應社區文化，加強與社區的互動；（三）提昇地方首長對圖書館的關注。
最後本研究針對鄉鎮圖書館運用社區資源之方式及營運之困境提出以下建議：（一）改革鄉鎮圖書館體制，讓圖書館經營回歸專業；（二）有關單位應持續關注鄉鎮圖書館的發展，提供適當協助；（三）鄉鎮圖書館應確立自身的使命，扮演好應有的角色；（四）建立資料庫，整合社區資源；（五）強化人員培訓，切合實際需求。 / Rural libraries had become community resource centers after cooperated with communities. This is an important goal to the present rural library. However, there are still many issues to be resolved, including the lack of awareness of community resources and funding, human resources lacked. These problem formed obstacles to the development of rural libraries. This research focus on the marketing experience from those rural libraries which integrating community resources well, and expected to provide good examples to the future rural library’s management.
The purpose of this study is to understand the successful marketing experience of rural libraries. The themes are as follows: (1) How rural library explore the community resources and to seek cooperation? (2) What types of community resources utilization? (3) What kinds of the benefits brought by integrating community resources to the rural library marketing? (4) What kind of difficulties will appear in the process of marketing? (5) How rural library respond to these problems?
This study used case studies and interview as the research methodology. The interview objects are choosen from the rural libraries in Taipei and Ilan County, including Shenkeng, Wanli, sindian, Nanao, Ilan and Jhuangwei. The interviewer contains the rural library staff and the community members.
For the community resources exploring, the rural library should have three priorities: (1) understanding the community resources fully, (2) managing public relations actively, (3) the cooperation among library and the community must be mutual beneficial. The type of community resources that rural libraries use can be divided into four categories:(1) culture Resources, (2) institutional resources, (3) human resources; (4) natural resources.
The benefit which brings for the library including (1) the reading population growth; (2) establishes the characteristics of library; (3) increases the populace’s sympathy to the library. The benefit brings for the community includes (1) promotion the reading atmosphere; (2) provides the opportunity for populace to grow and study (3) impetus to community develops.
The problems that the rural Library may faced in the process of marketing including (1) lack of resources, (2) the different perception between library and community, (3) political interference in professional, (4) lack of innovation and action. In order to solve these problems, rural libraries should (1) play important role to integrate community resource, (2) enhance interaction with the community, (3) promote government officer’s attention to the library.
Finally, the suggestions for future development about the integrating community resources to the rural library marketing are as follow: (1), the reform of rural library system, let the library management follow the professional practice. (2) government should pay attention to the development of rural libraries continuously, and provide appropriate assistance, (3) rural libraries should establish its own mission, play important role in community development, (4) construct and integrate the community resources database, (5) strengthen the training of personnel to meet the real demand.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095155014 |
| Creators | 洪聖傑, Hung, Sheng Chieh |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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