An Exploration of University Library Marketing

Yupeng SUN

Abstract


This paper will introduce the concept of marketing management of university libraries and is aimed towards carrying out market activities for a library in order to improve efficiency and service quality. Such a means of university library marketing should start the following aspects: a) establishing library marketing content; b) marketing channel applications; c) product strategy; d) marketing evaluation and feedback.


Keywords


University library; Market activities; Product strategy

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References


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Ke, P., & Li, Q. (2007). Research on the digital resources in a university library. Shanxi Library Journal, (2), 1-5.

Kotler, P., & Armstrong, G. (2010). Principles of marketing (p.6, 211). Beijing: Chinese People’s Publishing House.

Zhang, X. Y., & Xu, B. (2010). Google users, a big impact on libraries. Library Theory and Practice, 1(4), 23-24.

Zheng, W. H., & Si, L. (2009). Research on the current situation and strategies of university library service marketing. Library Theory and Practice, (10), 96.




DOI: http://dx.doi.org/10.3968/%25x

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