Marketing Strategy Research Of The University Library

In the era of knowledge’s economy，information has became one of the threemajor resources to human society. The communities need more and moreinformation and knowledge. This undoubtedly is agolden opportunity foruniversity library to play strength. In addition，in the environment of theincreasingly fierce marketing competition，and the IT is developing rapidly，theproduction’s status and theoperating mechanism of the university library issuffered by the enormous challenges and is impacted. Not only the rapiddevelopment of the internet encourages people to find information and resourcesin the Web，but also the rapid development of information industry makes thecompetitors of the university library，all kinds of information’s agencies，havesprung up. So，the university library need to find a new philosophy forbreakthrough. university library use marketing techniques and methods，popularize library resources and services，in order to expand its influence.The specific mission and role of the university library is the starting point，using the SWOT to analysis the environment of the university library，summedup the marketing characteristics of the university library in China，propose thesteps of the marketing in the university library，combined with the4P strategy ofmarketing，put forward own suggestions of the marketing in university library，look forward the university library to enhance the image，tomaintain andimprove the social status，record strong brand，contribute a source of strength tothe development of library career.