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讀者導向與行銷服務發展:英國檔案館個案分析 / Customer Focus and Marketing in Archive Service Delivery: Theory and practice

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這是一篇課堂閱讀筆記。這篇論文從行銷(marketing)的觀點來描述英國檔案館(Public Record Office,簡稱PRO,2003年已經改成英國國家檔案館)的發展歷程。本文將PRO發展歷程區分成四個階段,發常值得檔案館作為發展方向的規劃參考。

This is a course reading note. This article describes the marketing strategy development history of United Kingdom Public Record Office (PRO, which renamed to National Archives in 2003). This article could be used to marketing plan reference for other archive office.


書目 / Bibliography

Smith, E. H. (2003). Customer Focus and Marketing in Archive Service Delivery: Theory and practice. Journal of the Society of Archivists, 24(1), 35-53. doi:10.1080/0037981032000061028

大綱 / Outline

這篇論文雖然沒有摘要,但是章節段落分得很細,大家可以看一看大綱來了解這篇內容要講些什麼。

  1. Introduction [P.1]
    導論
  2. Customer focus and marketing applications  [P.1]
    讀者導向與行銷應用
  3. The customers and products of archives [P.2]
    讀者與檔案的產品
  4. The need for customer focus and marketing in archives [P.3]
    讀者導向的需求與檔案中的行銷
  5. Marketing and customer service theory in the archive domain [P.4]
    檔案界中的行銷與讀者服務理論
  6. Customer focus and marketing at the PRO [P.5]
    讀者導向與PRO的行銷
    1. From the Domesday Exhibition to Agency Status, 1986–1992 [P.6]
      從辦事處的Domesday展覽開始,1986-1992
    2. PRO On-site Service Development, 1992–2001 [P.6]
      PRO到站服務,1992-2001
      1. Buildings, development programmes and their funding. [P.6]
        部門發展與經費
      2. Cultural changes.  [P.7]
        運作文化的挑戰
      3. Service improvements. [P.7]
        服務改進
      4. Developing expert services and catalogues.  [P.8]
        專業服務與目錄的發展
      5. Preservation copying to support better access. [P.8]
        保存副本以促進取用效率
      6. Enterprises, outreach and education. [P.9]
        企業、對外服務與教育
      7. Measuring performance.  [P.9]
        成效評估
      8. Providing for different markets.  [P.9]
        擴大目標市場
    3. Online and Remote Service Development, 1995–2001 [P.10]
      線上與遠距服務,1995-2001
      1. The growth of remote services. [P.10]
        遠距服務的成長
      2. Online services and the PRO website. [P.10]
        線上服務與PRO網站
      3. Electronic cataloguing. [P.10]
        數位目錄
      4. e-Learning.  [P.11]
        數位學習
      5. The filter and contact centre. [P.11]
        讀者諮詢中心
      6. Access to born-digital and digitised records. [P.11]
        原生數位記錄的取用(意思是檔案產生開始就是數位形式)
    4. A New Approach—customer segmentation at the PRO [P.12]
      新方案:PRO的讀者分群
      1. Segmentation: dividing customers by research interests. [P.12]
        根據研究興趣來區分讀者群
      2. Academics. [P.13]
        學術界
      3. Family historians. [P.13]
        家族史研究者
      4. Formal education. [P.14]
        正規教育
      5. Relationships between segments. [P.14]
        讀者群之間的關係
  7. Conclusion: the pros and cons of a customer-focused approach [P.15]
    結論:讀者導向的優缺點

筆記 / Note

雖然文章很長,而且常常不知道他要表達什麼(光看Outline就很猜了吧),不過最後的讀者分群規劃是很不錯的作法,值得參考。

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