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随着科学技术的飞速发展,当今社会已经进入到了大数据时代。大数据(Big Data)又叫做巨量资料,指需要新处理模式才能具有更强的决策力、洞察力和流程优化能力的海量、高增长率和多样化的信息资产。在大数据背景下,庞大的数据资源不断改变着人们生活、科研、工作、学习和交流的环境,为人类的生存和发展提供着快捷和便利的服务。鉴于此,本文从大数据和数字图书馆的营销着手,通过对数字图书馆进行营销策划的必要性进行分析,说明了营销策划对数字图书馆发展的重要意义,从加强产品策略、价格策略、营销渠道策略和促销策略四方面提出对大数据背景下数字图书馆营销策略的建议。
With the rapid development of science and technology, today’s society has entered a big data era. Big Data, also known as massive data, refers to massive, high-growth, and diverse information assets that require new processing models for greater decision-making, insight, and process optimization. In the background of big data, huge data resources constantly change the environment of people’s life, scientific research, work, study and exchange, and provide fast and convenient services for the survival and development of mankind. In view of this, this article starts with the marketing of big data and digital library, analyzes the necessity of marketing planning of digital library, and explains the importance of marketing planning to the development of digital library. From the aspects of strengthening product strategy, price strategy, Marketing channel strategy and marketing strategy proposed in four areas of digital library marketing strategy in the background of data recommendations.