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شناخت جامعه کتابخانه‌های عمومی ایران: هیت‌مپ تخمینی در سطح کلان

اگر بخواهیم تصوری کلان از جامعه کتابخانه‌های عمومی ایران داشته باشیم، می‌توانیم بر حسب دو مولفه «خواستن» (شامل نگرش مثبت یا منفی به کتابخانه، احساس نیاز یا عدم نیاز به استفاده از کتابخانه، باارزش یا بی‌ارزش دانستن آن و…) و «توانستن» (شامل دسترسی یا بعد فیزیکی، مالی و …) ماتریسی تشکیل دهیم و تراکم مخاطبان را در هر ربع بررسی کنیم.

در ربع اول گروهی از جامعه قرار می‌گیرند که هم می‌خواهند از کتابخانه عمومی استفاده کنند و هم می‌توانند. این گروه نزدیک‌ترین دسته از مخاطبان برای اقدام عملی هستند. نسبت عضو بالفعل به عضو بالقوه در این گروه، می‌تواند با فعالیت‌های بازاریابی مناسب رشد کند، و پایین بودن این نسبت، نشان‌دهنده ضعف کتابخانه در جذب است.

در ربع دوم گروهی از جامعه قرار می‌گیرند که می‌خواهند از کتابخانه عمومی استفاده کنند، اما نمی‌توانند. عدالت اجتماعی ایجاب می‌کند به این گروه توجه ویژه‌ای شود و دسترسی برای آن‌ها فراهم شود. در صورت زمان‌مند بودن ایجاد زیرساخت‌های لازم، راه‌حل‌های اقتضایی با همکاری سازمان‌های دیگر یا ظرفیت‌های محیطی باید در دستور کار قرار گیرد.

در ربع سوم گروهی از جامعه قرار می‌گیرند که نه می‌خواهند از کتابخانه عمومی استفاده کنند و نه می‌توانند. این گروه دشوارترین مخاطبان (و معمولاً بزرگترین گروه هدف) هستند. راهبردهای تبلیغی افراد این گروه را به ربع دوم، راهبردهای دسترس‌پذیرسازی افراد این گروه را به ربع چهارم، و راهبردهای ترکیبی افراد این گروه را به ربع اول سوق می‌دهد.

در ربع چهارم گروهی از جامعه قرار می‌گیرند که نمی‌خواهند از کتابخانه عمومی استفاده کنند، اما می‌توانند. در مورد این ربع باید موانع استفاده از کتابخانه بررسی شود و تمهیداتی برای رفع مهمترین موانع اندیشیده شود.

شکل بالا تخمین اولیه‌ای از نقشه دمایی (هیت مپ) توزیع جامعه کتابخانه‌های عمومی ایران را نمایش می‌دهد. داده‌های مربوط به هر کتابخانه، با استفاده از این تکنیک مصورسازی قابل ترسیم است. بر حسب این که تمرکز تراکم جامعه هر کتابخانه در کدام ربع باشد، و ریخت گستردگی آن چه الگویی داشته باشد، می‌توان فعالیت‌های کتابخانه در ارتباط با کاربران را اولویت‌بندی کرد.

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بازاریابی کتابخانه‌های عمومی

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