Case analysis of information value chain model

The Construction of Library Information Value Chain

Since the end of the 20th century, human society has been strongly impacted by knowledge economy, computer technology and network technology. The internal and external environment of the library is changing faster than ever before, and the competition is becoming more and more fierce. Only by gaining and maintaining a sustainable competitive advantage can a library gain the greatest development space in the fierce competition. The construction of information value chain, that is, the effective control and management of information flow in the value chain system composed of suppliers, libraries, channels and users, can make libraries integrate social resources more effectively, improve the level of information service and enhance the core competitiveness of libraries, thus occupying a place in the brand-new information service market. Specifically, the construction of library information value chain should start from the following three aspects: strengthening information marketing; Promote resource integration and resource sharing; Establish information value-added management mechanism.

(A) strengthening information marketing is the key to building the library information value chain.

Information market is an important part of modern market, and marketing concept is the soul of modern market. In order to participate in the information market, libraries need to introduce marketing concepts. The so-called information marketing refers to the interactive process of collecting, analyzing, sorting and processing users' relevant information through various ways and means, centering on users' individual needs, based on the network and database, and aiming at establishing the relationship between users and brands, and combining it with library information, so as to deliver library information to users in a fast and convenient way. Its purpose is to construct the information value chain of the library.

1. Information marketing is the core force to enhance the informatization and competitiveness of libraries. For example, the National Library Service Publicity Week sponsored by the Ministry of Culture of China from May to June every year is actually a typical social marketing activity of libraries. 1989, the Ministry of Culture proposed that the last week of May every year be designated as "National Public Library Service Publicity Week", and the national leading group of "Knowledge Project" decided to designate 65438+February every year as "National Reading Month" from 2002. The purpose of these activities is to strengthen people's understanding of the library, publicize the important role of the library in people's lifelong learning, and improve the utilization rate and popularity of the library through vigorous publicity. In the business world, there are many examples of using information marketing to achieve great success. For example, Thunderbird designed by Ford has nearly100000 functional combinations, and consumers can almost participate in the design of their own cars; Motorola has designed hundreds of millions of different combinations of calling functions according to customers' needs. Levi Strauss allows customers to use the "stereotypes terminal" to issue various optional instructions in their own stores. From these examples, we can see that information marketing conveys not only product information, but also the value-added and interactive process of information, which is an effective way to gain market competitive advantage. Therefore, on the basis of information marketing, libraries can use various ways, means and technologies to deepen and expand information services and provide diversified in-depth services such as document units, information units, facts and data, dynamic information and abstract information, so as to fundamentally improve the information service level of libraries.

2. Libraries can promote the formation of their information value chain through information marketing. On the one hand, it is conducive to the coordination and unification of various activities in the library value chain. For example, librarians can find their own position in this value chain and form a synergistic effect; On the other hand, it can also form a synergistic effect with upstream and downstream suppliers and channel providers, enhance the competitiveness of the entire industrial chain, reduce the cost of information dissemination and improve the efficiency of cooperation; Furthermore, the information marketing of the library is conducive to the understanding, cognition and memory of the target audience, thus forming a preference for the library, enhancing the visibility and reputation of the library, cultivating the loyalty of users and forming a good brand image of the library.

(2) Resource integration and resource sharing are the basis of building the information value chain of the library.

In recent years, although Chinese libraries have made some progress in information resource sharing, there are still some problems, such as waste of investment, insufficient integration, development and application of resources, blind accumulation of resources, untimely transmission of resource information, and uncoordinated connection of various resource systems.

In order to reverse this situation, the library must take information as the source, incorporate resources into the whole production and operation activities of the library, and at the same time incorporate library resources into the whole process of the industrial chain, that is, take the information value chain of the library as the main line, fully integrate and enjoy all kinds of resources, and at the same time strengthen government websites, e-commerce websites, network security, information technology resources and enjoy resources, so as to avoid repeated investment and waste of resources and improve the operational efficiency and promotion of the library.

Resource integration and resource sharing play a vital role in the construction of library information value chain.

First, for China libraries, the information resources owned by each library are limited in the whole industrial chain. Taking its own information value chain as a link can not only open up an efficient information service platform for libraries, but also avoid information islands and indigestion, thus forming a joint force and enhancing the overall competitiveness.

Secondly, with the help of network platform, traditional reference service can be combined with professional retrieval service, in-library service and remote service, and through resource integration and resource sharing, service and development service can be provided to realize the complementarity and sharing of inter-library literature and information resources, improve the availability and knowability of online readers to library information resources, complete online procurement and online sharing cataloging, and form a framework between libraries and information service institutions.

Third, make use of the advantages of the network, break through the tangible boundaries of the structure, form a flexible virtual organization through external integration, strengthen the connection between online libraries, and realize all-round cooperation between libraries. It is also necessary to set up the working goal of taking literature as the basis, information as the guide, information as the driving force, knowledge as the core and culture as the destination, pursue high technology in working means and work content, and pay attention to the close combination of high knowledge and high technology, which will greatly enhance the overall competitive strength of the library.

The effective implementation of resource integration and resource sharing requires the library to pay attention to internal management and external cooperation, and requires the coordinated development and cooperation between information systems in different fields. Due to the fragmentation of the existing information department management system, the information institutions affiliated to each system blindly pursue "big and complete" and "small and complete" in the construction of digital information resources, which leads to repeated construction in some fields and waste of resources, while others are ignored. Therefore, in order to attract more users and enhance the competitive position in the international information market, we should make use of the information institutions of each system, rely on their respective advantages to complement and match, form unique information resources, take the information value chain as the main line, build a perfect cost management system and value network, take the overall planning in advance and the performance analysis and evaluation afterwards as the content, identify the key links of the library value chain, and seek effective ways for the library to realize its social value. The library should integrate its value chain, product line and profit chain, and focus on controlling the key links of the library value chain, such as product line, reader chain, service value, quality value, financial management and cost management, so as to truly improve the social and economic benefits of the library under the premise of improving readers' satisfaction in the fierce market competition environment and open up a broader space for the survival and development of the library.

(C) The establishment of information value-added management mechanism is an objective requirement for building the information value chain of the library.

Under the background of socialist market economy system, it is not only possible for Chinese libraries to establish information value-added management mechanism and provide information value-added services in different degrees, but also the need of sustainable development of Chinese libraries. As China is still a developing country, the economic development in different regions is uneven. In a certain period of time, it is difficult for the state to fully meet the various capital needs of library development. The construction of library information value chain must be based on certain logistics and capital flow. Without sufficient material and capital investment, the complete construction of library information value chain will be difficult to complete. Therefore, it is necessary for the library to establish information appreciation consciousness and marketing concept. In short, in the information age, the information service of the library will adapt to the development requirements of the times, and gradually shift from simple information service to information value-added service. As a market-oriented industry, information value-added services will bring new consciousness, new opportunities and new challenges to libraries.

To establish the information value-added management mechanism of the library, we must adhere to the principle of not deviating from the purpose of the library and flexible and diverse service forms.

First of all, the information value-added management of the library must be carried out around the purpose of the library. Since 1980s, China's limited libraries have made many useful explorations and accumulated many successful experiences in the follow-up of information appreciation. However, there are some unreasonable phenomena, such as some libraries renting library space and charging for borrowing books in order to generate income, which obviously runs counter to the service purpose of Chinese libraries and seriously damages the interests of readers and the image of libraries. Therefore, in the process of information value-added service, the library must conform to the purpose of the library and strive to make a breakthrough in improving the service ability of the library, such as giving full play to the advantages of the library in knowledge navigation, document information processing, subject tracking service, decision-making consultation and so on, so as to realize real value-added service.

Secondly, the forms of information value-added management in libraries should be flexible and diverse. An important foundation of information value-added management is to continuously provide information products and services with high knowledge content. Libraries should make use of their respective collections, talents, equipment and geographical advantages to develop their own information products and services. Such as the production of various abstracts, full-text transmission, compilation of special materials, information analysis and research reports, subject consultation reports, development of various databases, cultural souvenirs, education and training, lectures, etc. As a cultural center, the library produces a large number of readers, documents, information, knowledge and talents. Such a valuable flow of people, logistics and information every day is a valuable resource in itself. Libraries should make full use of their own advantages to provide readers with flexible and diverse information products and services and realize the information value-added management of libraries.

Information value chain is an important part of library value chain system, and its construction will play a very important role in improving the efficiency of library information flow, logistics and capital flow and the operation level of the whole value chain system. The construction of library information value chain should overcome three tendencies: superficiality, simplification and technicalization. Many libraries are always blind in the process of their own development. In order to solve the temporary needs, they only focus on improving work efficiency from a certain link or several links, ignoring the overall strategic planning, ignoring the relationship between informatization construction and library's long-term development strategy, medium-term development goals and short-term development requirements, ignoring the construction of library's core competitiveness, and ignoring the needs of building and perfecting the overall industrial chain and even the library's own value chain. These are all undesirable.