A Study On Service Marketing Strategies Of China Public Library

The public library which is the most important types of various libraries is a social organization to guarantee the citizen to obtain knowledge and information equally in democratic society. Since 1980's, the main predicament of the public library is funding shortage, which induced many problems. The people in library circle analyzed the problem and proposed some measures .Country do not attach importance to the cause of public libraries may be the result which several reasons come together.But what the public library can do is only to find reasons from itself. Because the public library belongs to public service business, it is inevitable and essential to apply the theories and methods of service marketing. One way out of difficulty is to improve the service level and quality.In the thesis, Chapter One analyzed the mission of the public library and the internal and external environments of China public library.Then the main predicament of the public library and its reason were analyzed.In Chapter Two,first the basic theories of service marketing and marketing in nonprofit organization were introduced, and secondly, the necessity and characteristics of service marketing of the public library were discussed.Then the experience of marketing in library of developed country and the limitations of marketing in china library were summed up. The author emphasized the public library to create and maintain the high-quality service culture and proposed them to subdivide the demand and to choice their target market in the third chapter. Three service marketing strategies needed to carry out urgently for the public library were put forward in the this chapter.The service marketing is applied on the premise of maintaining the commonweal of the public library. The public library service marketing is unequal to commercialization of the public library. The theories and methods of service marketing should become a strategy of the whole development for China public library and apply them to every aspect of the public library. In order to emphasis the importance of the service department in User-oriented Library, the author proposed the service department should perform its integrated function to tie other departments.