Target marketing public libraries’ vital readers: Before

Yi Ting Yang, Jiann Cherng Shieh

研究成果: 書貢獻/報告類型會議貢獻

1 引文 斯高帕斯(Scopus)

摘要

Marketing is the business operation that many different companies or organizations use to promote their products or enhance their image to their customers or users. Then it derived different marketing practices and models for different situations. Target marketing is one of the most effective and popular choices. It is a kind of customer marketing, mainly using analysis of customer characteristics to segment customers, in order to achieve specific commodity marketing for the purpose. Library, especially public library, how to borrow the concept of target marketing to promote its utilization and services is a problem that library managers must actively conceives. The Pareto Principle is currently the most important and popular management rule applied to marketing, customer relationship management, services or products promotion, etc. This study will explore whether there this principle exists for patrons’ borrowing in public library, thus as the basis of target marketing. And we will apply data mining technology to analyze the characteristics of the vital patrons, in order to further serve as references for setting target marketing strategy. This paper was the first research to reveal that the Pareto Principle could be found in circulation data of public libraries in Taiwan. The results can help libraries identify vital patrons and major collections, and improve the efficiency of their management and marketing in future.

原文英語
主出版物標題Information Systems Architecture and Technology
主出版物子標題Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III
編輯Zofia Wilimowska, Leszek Borzemski, Jerzy Swiatek
發行者Springer Verlag
頁面211-221
頁數11
ISBN(列印)9783319999920
DOIs
出版狀態已發佈 - 2019 一月 1
事件39th International Conference Information Systems Architecture and Technology, ISAT 2018 - NYSA, 波兰
持續時間: 2018 九月 162018 九月 18

出版系列

名字Advances in Intelligent Systems and Computing
854
ISSN(列印)2194-5357

其他

其他39th International Conference Information Systems Architecture and Technology, ISAT 2018
國家波兰
城市NYSA
期間18/9/1618/9/18

ASJC Scopus subject areas

  • Control and Systems Engineering
  • Computer Science(all)

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  • 引用此

    Yang, Y. T., & Shieh, J. C. (2019). Target marketing public libraries’ vital readers: Before. 於 Z. Wilimowska, L. Borzemski, & J. Swiatek (編輯), Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 - Part III (頁 211-221). (Advances in Intelligent Systems and Computing; 卷 854). Springer Verlag. https://doi.org/10.1007/978-3-319-99993-7_19