People's Liberation Army Medical Library Service Marketing Strategy

With the development of knowledge society and rapid progress of medicine, medical libraries face not only opportunities but also challenges. It is an important issue to meet users'needs effectively and get development greatly. Services marketing has arisen accompanied with services industry development, it is very meaningful to services organization marketing. Literatures about medical library services marketing are not found in China.This article applied services marketing theory and methods to the practice of Medical Library of Chinese PLA. Services marketing is a concept different from traditional product marketing, it extends the'four Ps'to'seven Ps'(product, price, place, promotion, people, physical evidence, and process). The author analyzed the characteristics of medical library marketing, and compared the National Library of Medicine of US with Medical Library of Chinese PLA in marketing status and strategies, such as how to form appealing medical information product mix; set proper price for information products; use network to facilitate the delivery of information products; strengthen physical evidence of information services and promotion activities; promote the motivation of librarians and emphasize internal marketing, etc.