The Study Of China Public Library Marketing

Under the impact of information technology and external environment of society and humanity, libraries are faced with large challenges. Therefore, how to exert competitive advantages of library to meet the needs of diversely changing technical and non-technical environment is an urgent task to library operation. In China, public libraries is used to put more emphases on information source and information harvesting and storing, while the needs of real readers and the work of promoting potential readers are neglected. This problem is increasingly becoming a weakness of library service and hoped to be well resolved by the promotion theory that has been widely applied in commercial science and management science. The study emphasizes the promotion in non-profit organization and discusses the feasibility of establishing a promotion mechanism and fostering a promotion atmosphere in public library from a brand-new angle, and then the suggestive solution is provided and the whole strategy of marketing mix is discussed based on the analysis on reader market.This article is divided into five parts. Part1: current situation of Chinese public libraries is introduced and the meaning and purpose of the study is presented. Library promotion is a proper way to release Chinese public libraries from nowadays hard situation on existing and must be accepted by Chinese public libraries. The feasibility of promotion in public libraries is discussed. The theory of promotion in non-profit organization is applied in libraries. Part2: Recent situation on public library promotion is analyzed and the history of international public library promotion theory is reviewed, and then international typical cases of library promotion are analyzed. In the end, several problems in Chinese public library promotion are raised.