Precision Marketing Of Resource And Service Of University Digital Library

With the rapid development of the market economy, the Internet communication technology and information technology, driven by the diversification and individuation of demand on information of the people, university digital libraries are constantly in the process of reform and development. Due to the advent of the era of big data, the amount of information of digital library is exploding. So it makes information retrieval more difficult for users. In addition, the academic search engines such as Google and information consultant agency appear,which invest a lot of money for information retrieval and have a professional skilled research-development team to improve the precision of retrieval. As a non-profit organization,university digital library doesn’t have these advantages. Hence with the traditional marketing strategy university digital library cannot accurately grasp the readers’ demand and it can hardly achieve a healthy and sustainable development.In response to the intense competitive pressure and solve the contradiction between the huge amounts of information resources and the individual needs of readers, this paper transplants precision marketing theory to the digital library of university.It proposes a precision marketing system of resources and services in university digital library. The purpose is to improve the utilization rate of resources and services and to increase users’ satisfaction.Firstly, this paper describes the concept of precision marketing of resource and service in university digital library. Then it analyzes the market characteristics of resources and services and the difference between the precision marketing and popularized marketing and a SWOT analysis is done to determine the strategy type of precision marketing. Secondly a precision marketing system of university digital library is built to provide guidance for the establishment of precision marketing strategy, concluding a clear target market, an accurate position, a personal communication system, diversified channels and a value-added service system of user. Thirdly, to test the effectiveness of the system, the article puts forward three targeted strategies on digital library of XI DIAN university such as: segmentation of users and accurate positioning, one-to-one distribution of resources and services, track and analysis of users’ feedback. Finally, through the contrastive analysis of the questionnaire the result of thethree strategies is evaluated. It turns out that the precision marketing system of resources and services of university digital library is feasible and effective.