Empirical Research On Marketing Influence Factor Analysis In H University Library

Under the impact of the tide of information, new technology and new ideas develop continuously. At the same time user demands change daily, and there are some internal factors in the library such as personal aging, rigid administration, all makes the library face the survival crisis. Although library has many resources, in order to win back the users and occupy the information service highland, library must carry out the marketing and solve “the last kilometer” problem between users and library resources.Based on the theory of marketing, management science and related engineering knowledge, combined with marketing practice of H university library, marketing affecting factors model is set up and marketing countermeasures are put forward..Firstly, the introduction part explained the research background and purpose of this paper, and analyzed the research status about library marketing in domestic and abroad,expounds the research content, the basic ideas and research methods of this article.Secondly, the theory overview part summarized network marketing theory, buzz marketing theory and the library marketing theory systematically. After theory overview part,make the analysis for the marketing practice of H University library, to find problems in marketing.Thirdly, according to the marketing practice of H university library, marketing factors model of H university library is put forward. Then questionnaire is designed, and validation and analysis are made according to collected data; Using AMOS software,affecting factors structure picture is drawn and the model is calibrated and corrected.Finally, according to the marketing affecting factors model propose marketing strategy for H university library.