新時代複合型圖書館的營運管理與行銷──以桃園市立圖書館為例

The Operation Management and Marketing of the New Era's Multifunctional Libraries: A Case Study of Taoyuan Public Library

桃園市立圖書館新總館座落於兼具藝術與人文指標的桃園市中正藝文特區，毗鄰學校、購物、美食商圈，未來亦將有桃園捷運綠線的加持。本文介紹桃園市立圖書館總館如何結合在地文創資源，達成異業合作與跨域行銷，讓藏書閣般的傳統式圖書館華麗轉身為一座匯聚知識傳承、人文藝術、休閒娛樂的新時代複合型圖書館，提供獨特的閱讀體驗，打造一處引人探索的藝文綠洲，並創造2023年每人到館次數居全臺公共圖書館之冠的佳績。

The new main library of Taoyuan Public Library is located in the Taoyuan Zhongzheng Arts and Culture District, a place that combines both artistic and cultural significance. It is situated near schools, shopping, and dining areas, and in the future, it will also benefit from the Taoyuan MRT Green Line. This article introduces how the Taoyuan Public Library has integrated local cultural and creative resources, achieving cross-industry collaboration and cross-domain marketing. As a result, the traditional book-archive-like library has transformed into a new era multifunctional library that gathers knowledge heritage, cultural arts, and leisure entertainment, providing a unique reading experience. It has become an artistic and cultural oasis that attracts exploration, and achieved the remarkable accomplishment of having the highest average number of visits per person in 2023 among public libraries in Taiwan.