志工團體推廣閱讀活動之研究－以北市圖「林老師說故事團隊」的體驗行銷觀點為例

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/25484

請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/25484

題名:	志工團體推廣閱讀活動之研究－以北市圖「林老師說故事團隊」的體驗行銷觀點為例 A Study of Promoting Reading Activity In Volunteers Group － The Case Study of Teacher Lin Storytelling Teamgroup’s Experiential Marketing at Taipei Public Library
作者:	黃佳慧 Chia Huey, Huang
貢獻者:	國際企業管理學系碩士在職專班
關鍵詞:	志工團體推廣閱讀活動體驗行銷林老師說故事團隊 Volunteers Group Storytelling Experiential Marketing Teacher Lin Storytelling Teamgroup
日期:	2013-05
上傳時間:	2013-10-08 14:37:37 (UTC+8)
摘要:	前教育部長曾志朗指出：「閱讀是教育的靈魂」。在現今重視文化創意產業的時代，臺灣的公共圖書館也開始加強館內的行銷推廣，並期待藉由非營利志工團體的說故事活動，來吸引兒童進入圖書館體驗閱讀的樂趣。　　本研究將以臺北市立圖書館林老師說故事團隊為對象，研究其在閱讀推廣活動中，以故事內容、呈現形式、空間環境及參與人員四項體驗媒介，就體驗行銷策略進行成效探討，以作為說故事志工團體在推廣閱讀活動之參考。　　研究結果發現如下：（一）北市圖對於說故事志工有完整的甄選流程，因此志工皆具有熱忱和基本技巧。（二）館方對於團隊的活動，持支持的態度。館方和志工之間能互相配合推展閱讀活動。（三）說故事志工可以靈活的運用空間。（四）從參與兒童投入的反應，可看出故事內容及呈現對兒童的吸引力。（五）說故事志工需加強自身的專業技能以因應時代潮流。　　綜上所述，顯示說故事志工以說故事的熱忱及內容，能創造閱讀體驗吸引孩童進入圖書館參與活動。說故事志工團體在建立口碑後，能以體驗行銷建立出說故事的品牌形象。 The former Minister of Education Ovid Tzeng said, “Reading is the soul of educa-tion.”, pointing out the importance of reading. In the era of cultural innovative industry, within public libraries in Taiwan, there have been marketing events held to promote reading, and it is intended to attract more children to go to library and love reading by recruiting volunteers to read children stories. 　Targeted the Teacher Lin Storytelling Teamgroup of Taipei Public Library, this study evaluated the four experience providers of its promotional strategy including story content, presentation, space and environment and participants for the strategic effec-tiveness. The results were provided as the reference to the volunteer team for their fu-ture work to promote reading. 　The results are as follows: (1) The public library had a well-established volunteer recruiting procedure so it could ensure that all volunteers had the passion and basic skills; (2) the volunteer team was well supported by the library that they were able to work cooperatively in organizing events to promote reading; (3) volunteers who told stories had the flexibility to use the space and environment; (4) by observing children who listened to stories, contents and presentation of stories were found interesting to the children; (5) volunteers who told stories were suggested to reinforce their professional skills and knowledge to keep up with current trend. 　Based on the results addressed above, volunteers who tell stories could attract more children to participate activities at libraries. After established public praise, it is a good strategy to build the image of “story-telling” brand.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	210	檢視/開啟

檢視Licence

在CCUR中所有的資料項目都受到原著作權保護.

資料載入中.....