On The Research Of The Information Marketing Of The Public Library

The public library is a nonprofit cultural organization for social education. It's always marketing the development of science and culture for a nation. The library of a society usually reflects the civilization level in one side of a nation. The 21th century had been said the knowledge economic age, it should bring the chances and challenges for the public library. The way the public library deal with the problem in new century could affect the development itself. All the librarians emphasis the topics that would make the public library to develop better, sooner and continuously under the new situation. There is no contradiction between the value If public interests and that of utility and efficiency in librarianship. Moreover it is not harmful to seeking the goal of public interests when the mechanism and principles of market economy are led into public librarianship. With the deep change of times and social environments, the shift of strategic objectives and new technology applied at libraries, traditional methods haven't more and more gone well with the demand for the development of libraries. In order to change the situation, a new information service's method must be presented the traditional bad one .For example, the information marketing services, if the management methods in the present enterprise were made fully use of in the public library, it will create great economic benefits and social benefits, and seeks the best union-spot between the information market and the development of the library information resources.This paper unifies the development present situation in our country public library, it researches these aspects of theory, principle, pattern and the implementation of information marketing method in the public library.There are five chapters in this paper. At first, It analyzed the background which the information marketing produces, as well as the significance of the public library implementation information marketing. And then it elaborates the information marketing definition and the connotation , economic attributes and management attributes, analyses the characteristic and the principle in the public library information marketing. On the basis of comparing the traditional marketing pattern, the article discusses two patterns. The one is the vertical pattern which aims at the demands of information users. The other one is the cooperation -community pattern which the public library and the community carries on cooperating. The public library will obtain more and more social benefits and economic benefits through theses win-to-win patterns. At the same time, the paper discusses the aspects of information agency serves, the personalized information services, the discipline specialized knowledge navigation, the management of the network information marketing , the strategies of marketing, and the problems which should be observed in the developing of library information resources based on information-users in details.Finally, from the perspective of the economics, this paper systematically analyses and studies the analysis of library input and output , efficiency of information marketing.