A Study On The Electronic Resources Marketing Strategy In University Libraries

This paper, setting electronic resources as background, aimed to investigate the utilization of electronic resources and analyse the electronic resources marketing in Fudan University Library(FUL). We found the vulnerabilities by the large-scale user's survey, then made the appropriate marketing strategies. We also explored the methods of marketing strategies for different users in university libraries, expected to use its reference for other types of libraries.Firstly, this paper summarized the status of university libraries'electronic resources marketing strategies at both home and aboard, overviewed the marketing strategy theories, introduced the meaning of 4P,4C,4R and 4V, summed up the electronic resource marketing concept briefly.Secondly, this paper would like to master the actual utilization by the large-scale user's survey, evaluated the satisfactions of products, usage, services as well as communication about electronic resources, and then found several kinds of using problems. According to these situations, we further analyzed the insufficiencies which existed in the university library marketing process.Thirdly, concluded the users'thinking model about electronic resources, discovered the influence factors of user's intention, decision-making & behavior respectively. Based on the construction, we wanted to do research on electronic resource marketing strategies.Finally, combining electronic resource utilization with current marketing situation, this research focused on the 4P marketing strategy,4R and 4P combination marketing strategy of FUL. Overall, we hope to provide the reference for university libraries' development plans and set an example for other types of libraries in the future.