書目探勘公共圖書館帕列托法則

Abstract

帕列托法則為管理學上的熱門議題，指關鍵少數與無用多數的不平衡現象，80/20法則是帕列托法則的延伸，主張小部分的原因、投入或努力，可以產生大部分的結果、產出或酬勞。公共圖書館的流通資料，是讀者實際使用圖書館館藏的紀錄，本研究探討圖書館情境中的80/20法則，以讀者的觀點為基礎，分析公共圖書館近2年的流通資料，研究結果發現24.7%的讀者佔有75.3%的借閱量，符合帕列托法則的現象，有關鍵少數讀者貢獻了大部分的借閱。 本研究以資料探勘技術分析關鍵少數讀者的特性、可用多館藏特性，以及兩者的關聯，並應用於目標行銷中，試圖達成公共圖書館的目標行銷。目標行銷三步驟為市場區隔、市場選擇與市場定位，本研究以帕列托法則的觀點，找出圖書館有少部分的讀者，因佔有大部分的借閱，成為關鍵少數讀者，當作目標行銷中的市場區隔；以分群分析了解關鍵少數讀者的特性，當作目標行銷中的市場選擇；藉由借閱資料的關聯規則分析，得知群集中讀者借閱館藏的關聯，以擬定推銷館藏的策略，當作市場定位。本研究結果有助於公共圖書館個人化服務推廣，以及行銷推展及政策制定，可成為公共圖書館館藏推薦時的參考，幫助公共圖書館在管理、行銷與館藏發展議題上更有效率。The Pareto Principle, also known as the 80/20 rule is currently an important and popular management rule applied to marketing and customer relationship management. The rule indicates that the vital few causes inputs or efforts bringing the most results, outputs, or rewards. Analyzing circulation data to understand the usage status of library collections can help libraries comprehend their patrons’ behavior. This study aims to analyze the circulation data generated by a public library in Taiwan to gauge if the Pareto Principle manifested in this context. Findings show that when the accumulative percentage of patrons is 24.7 percent, the accumulative percentage of borrowed books is 75.3 percent, approximating to the 80/20 rule. The vital few patrons have borrowed the majority of the collections. Using bibliomining analysis, this study further identifies vital few patrons and their characteristics, book-borrowed distributions, and their relationships, and applies target marketing to public libraries. Target marketing is a kind of customer marketing, mainly using analysis of customer characteristics to segment customers, in order to achieve specific commodity marketing for the purpose. The three main steps of target marketing are market segmentation, market targeting, and market positioning. The study segments public library patrons by Pareto Principle, uses the cluster analysis of data mining techniques to select clusters to target and focus on, and applies the association rule of data mining techniques to position the patrons. The findings can help libraries identify vital patrons and major collections, and improve the efficiency of their management, marketing and collection development in the future.