Study On Service Marketing In Library Of Z University

Abstract:The rapid development of market economy and network information technology has a great impact on library of Z university. Although Z university has rich library resources and electronic resources, it lacks of service marketing concepts and its process already can’t meet reader’s need. Now Z university’s library is currently facing low library resources utilization, the loss of a large number of readers and low social benefits. Because of no marketing concepts in Z university, its operation mechanism and processes already can’t meet the needs of social development. So this article is trying to do some research on current situation of Z university’s library service marketing and find effective service marketing strategy, which can help Z university’s library improve service, increase library resources utilization and social benefits.Firstly, this article defines basic concepts of research object, and analyze the necessity of university service marketing from principle of customer participation and7PS. Secondly, this article use questionnaire survey method to investigate Z university’s library service marketing situation and reader’s satisfaction, including library service marketing consciousness, marketing department and regulation, service marketing activity, communication between reader and librarian and factors effecting service quality, then find Z university’s library service marketing current situation. Lastly, this article raises effective service marketing strategy which fits Z university by borrowing service marketing practice experience from domestic and foreign universities. Strategy concerns of service marketing concept, library regulation, product quality, service advertising, resources utilization, training and communication channels.