Research On Library Information Service Marketing Strategy Based On SWOT Analysis

With the development and impact of contemporary information technology,external social environment and humanistic environment,libraries are facing great threats to their own survival,such as low utilization rate of Library collection,declining reader arrival rate year by year,and low social benefits.In China's libraries,most of the focus is on information sources,focusing on how to access and store information,causing irrational ideology and social development,and providing readers with information needs,better ways to provide information,and guiding readers.The use of better information and the stimulation of potential readers and other issues,care too little,this is the lack of library information services.The marketing theory has been applied in a wide range of fields in business and management science,and it can solve the above problems in the library scientifically and systematically.Therefore,the application of marketing theory in library information service is particularly important.This paper takes the library information service marketing theory as the research center,and first expounds the concepts and theoretical foundations related to library information service marketing.Then it studies the marketing environment of library information service,explores the marketing status of A university library information service,and analyzes its information service marketing strategy and other related issues,including: insufficient information service concept,information service personnel professional quality needs to be improved,users The information service feedback system is not perfect,the system construction is lagging,the user personalized service is lagging,and the user privacy is not safe.Finally,the design of library information service marketing strategy mainly includes: improving information service level and creating brand information products,strengthening information service concept,improving professional quality of information service personnel,improving information service feedback system,strengthening information resource construction,and focusing on users.Conduct information services.The research of this paper is mainly devoted to satisfying people's information needs of libraries and enhancing people's ability to obtain information.It has practical significance for improving the social and economic benefits of library information service marketing and seeking the healthy development of library business.