Marketing Strategies Of University Library

Nowadays with the rapid development of modern information technology andscience, the status of information resources is increasing day by day, which has broughttremendous progress in information industry and the increasingly fierce competition.Allkinds of information agency launched a variety of services continuously to meet thediverse information needs of the customers, to seek its own development, and toimprove their own competitiveness and market share. The traditional university librarybusiness process,operation mechanism and service concept have a serious challenge,and its benign development is facing severe test.In addition, the development of network communication technology and the spreadof Internet tools such as mobile phone and computer,make people more accustomed touse the Internet search engine to find the information needed. The huge loss of the mainusers of university library hindered the development of university library, the librarywas facing unprecedented threat.In this environment, university library needs anew idea to break through the dilemma, then library marketing also emerges as thetimes require. In order to expand the influence and attract more users,university libraryintroduces the concept of marketing, uses marketing techniques and methods, andpromotes the library resources and services.Starting from the particular role of university library, This article analyzes themarketing situation of university library, sums up the current marketing situation ofUniversity Libraries in China,expounds on the importance of taking the marketingstrategy,combined with4Ps,4Cs marketing, relationship marketing, brand marketingstrategy, puts forward the concrete implementation strategies of Library marketing, according to the university library marketing case, provides reference for UniversityLibrary marketing. Accordingly,we can Keep improve image of university library,improve the social status, hitting a powerful brand information,and promote thedevelopment of university library.