Journal of the Korean BIBLIA Society for library and Information Science (한국비블리아학회지)

Korean Biblia Society for Library and Information Science (한국비블리아학회)
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A Study on the Differentiation Strategy of Public Libraries through Strategic Competition Analysis: The Case of Public Libraries in Jung-Gu, Incheon

전략경쟁분석을 통한 공공도서관의 차별화 전략방안 연구 - 인천 중구의 공공도서관을 중심으로 -

  • 노동조 (상명대학교 인문사회과학대학 문헌정보학과) ;
  • 김지영 (상명대학교 일반대학원 문헌정보학과)
  • Received : 2020.02.20
  • Accepted : 2020.03.16
  • Published : 2020.03.30
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Abstract

The purpose of this study is to derive differentiation strategy through strategy competition analysis on public libraries in order to enhance the competitiveness and efficiency of libraries. To that end, this study conducted a status analysis, management resources analysis, external and internal environment analysis on four public libraries located in Jung-gu, Incheon to identify the situation of strategy competition, and conducted a competitor analysis, customer segment analysis, and customer value analysis of four public libraries through various library related statistical data, national library operation evaluation data, library user satisfaction surveys, and interview with chief librarian and senior librarians. As the result, this study suggests three differentiation strategies by library. First of all, the four public libraries need to provide customized services targeting different target users within the region. Secondly, public libraries need to develop active library services that directly visit passive users, who are information have-nots, considering geographical accessibility and the composition of the population in the region. Last, public libraries should form a cultural community that cooperate with the local community and develop various programs that reflect the identity of the region.

본 연구의 목적은 도서관의 경쟁력 강화와 효율성 제고를 위해 공공도서관에 대한 전략경쟁분석을 통하여 차별화 전략방안을 도출하는 것이다. 이를 위하여 본 연구에서는 인천 중구에 위치한 4개의 공공도서관을 대상으로 현황분석, 경영자원 분석, 외부 및 내부 환경 분석 등을 실시하여 전략경쟁 상황을 파악하고, 도서관 관련 각종 통계자료, 전국도서관 운영평가자료, 도서관 이용자 만족도 조사결과, 도서관 최고경영자 및 선임사서들과의 면담을 통하여 4개 공공도서관의 경쟁사 분석, 고객세분화 분석, 고객가치 분석을 실시하였다. 본 연구의 결과, 도서관별 차별화 전략방안을 제시하면 다음과 같다. 첫째, 4개의 공공도서관은 지역 내에서 서로 다른 타깃 이용자층을 대상으로 하는 맞춤형 서비스의 제공이 필요하다. 둘째, 공공도서관은 지리적 접근성 및 지역의 인구 구성 등을 고려하여 정보취약계층을 비롯한 소극적 이용자를 대상으로 직접 찾아가는 능동적인 도서관 서비스의 개발이 필요하다. 셋째, 공공도서관은 지역의 정체성을 반영한 다양한 프로그램의 개발 및 지역사회와 협업하는 문화공동체를 형성하여야 한다.

Keywords

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