대학도서관 공간마케팅 전략
A Study on Space Marketing Strategies of Academic Libraries
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초록
이 연구의 목적은 국내외 대학도서관 공간마케팅 현황을 점검하고 도서관의 지속가능한 발전을 위한 공간마케팅 전략을 제시하기 위한 것이다. 이를 위하여 국내외 주요 대학의 도서관 발전계획과 전략적 계획을 수집하여 분석하고, 또한 도서관 홈페이지를 분석하였다. 분석 결과, 국내외 대학도서관에서는 공간 구성과 운영 전략으로 디지털 체험·협업 공간 설치를 늘리는 양상도 보였지만 몰입독서·휴식을 위한 현실 공간 설치를 중요시하는 양상도 나타났다. 이 연구는 결론으로 대학의 사명·비전과 연결된 도서관 공간마케팅, 이용자의 변화하는 요구에 부응하는 공간마케팅, 대학의 학문·교육 활동을 지원하는 공간마케팅을 제시하였다. 이 연구의 의의는 대학도서관이 변화하는 이용자의 행태와 정보환경에 적합한 공간마케팅을 수립하는 데 기여할 수 있다는 점이다. 후속 연구로 대학의 연구·교육 활동 지원을 위한 공간마케팅 전략 연구, 대학도서관 공간마케팅 심층 사례연구가 필요하다.
Abstract
This study aims to examine the current status of spatial marketing in academic libraries in and out of Korea, and suggests spatial marketing strategies for sustainable development of libraries. To this end, library development and strategic plans of major domestic and foreign universities were collected and analyzed, and the libraries’ websites were also analyzed. As a result of the analysis, there was an aspect of increasing digital experience and collaboration spaces, there was also an aspect of emphasizing real spaces for immersive reading and rest. In conclusion, this study presented library spatial marketing strategies; the first one related to the university’s mission and vision, the second one responding to users’ changing needs, and the last one supporting the university’s academic and educational activities. This study can contribute to establishing spatial marketing suitable for the changing user behavior and information environment of university libraries. As a follow-up study, a study for spatial marketing strategies to support university research and educational activities and in-depth case studies of library spatial marketing are needed.
참고문헌 (17)
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