Aims To Enhance The University Library Of The University Competitive Marketing Strategy Research

With the unceasing deepening of the reform and opening up and the structural reform of higher education, the higher education is confronted with new chance and challenge. In order to efficiently deal with this competition and meet the social needs, the colleges and universities are actively introducing the marketing strategy to promote their whole strengths and fit in with the capacity of the society. In the competitive background, the levels of their teaching and scientific research have got some corresponding improvements with the development of the society and the advance of science and technology. So, it sets new many demands on a library in the sides from the stock contents to scopes of service and from the management mode to operating way. However, how should the library meet the user's demands, improve the operating efficiency, give full play to the role of the library in the colleges and universities, promote their competitive force, as one of three pillars and the symbol of comprehensive strengths. These are what the library must consider. The introduction to the marketing strategy provides the basis for the academic library, which meet user's demands, improve the service efficiency and promote the competitive force of the colleges and universities.The paper is divided into 5 chapters. The main contents are as follow:Chapter 1, "the introduction", shall consider the background and significance, the present situation at home and abroad, the contents and the methods of studies.Chapter2, "the theoretical basis and support for the marketing concept", gives the brief account of the basic theory of the pillar, customer idea and management process of the marketing concept, and the fundamental principles of the rising, process and features of marketing management of non-profit organization.Chapter3, "the fundamental principle of marketingmanagement of Chinese college". First, consider the background and significance of management idea, principle and way of the marketing strategy, which is introduced in the colleges and universities in China. Then, analysis on the generation and constitution of product conception, Finally, composites the operating system of the marketing strategy.Chapter 4, "the position and role of the library in the marketing strategy of Chinese college". First, explains between the library and the colleges and universities. Then, analysis on the special position of the academic library in the colleges and universities. Finally, analyzes the position and role of the academic library in the marketing strategy.Chapter 5, "to aim at the integration of the library marketing strategy, which promote the competitive force of the colleges and universities". This is a focal point of this study. First, points out that the academic library should set up the marketing idea guided by the customer need. That the aim of the thinking of the marketing strategy is to meet the customer's demand, to improve the operating efficiency of the academic library, to service for promoting the competitive force of the colleges and universities. Then, analysis on the coreelements----target market and marketing location in themarketing strategy. On this basis, it works out the integration of the marketing strategy, including the customer satisfaction and customer relationship management strategy, service strategy, strategy of strategic alliance and relationship marketing strategy. Finally, points out that the implementation of these marketing strategies require a guarantee strategy with the backstage, mainly coming from the restructuring of organization structure and the recombination of service flow, resources guarantee strategy and manpower resource strategy.