本科论文摘 要随着信息化时代的到来，图书馆已经不是主要的信息获取地了，然而，大学生学习获取信息的最佳途径还是图书馆，这里能有更全面且高质量的信息。在新的竞争环境下，高校图书馆通过 4p 组合策略，服务营销等营销策略对馆内的产品和服务等进行整改，提高它信息服务的水平和效益。本文通过对高校图书馆营销的现状、问题及SWOT 分析，对高校图书馆营销策略研究，提出对高校图书馆营销的思考，发现高校图书馆营销策略的重要意义，找出目前高校图书馆营销策略存在的问题和不足，针对这些问题提出适当的改进办法，促使高校图书馆充分发挥应有的作用，为广大用户提供更为完善的服务。关键字：高校图书馆，营销，营销策略AbstractWith the advent of the information age, libraries are no longer the main place to obtain information. However, the best way for college students to learn and obtain information is the library, which can provide more comprehensive and high-quality information. In the new competitive environment, university libraries use 4p combination strategies, service marketing and other marketing strategies to rectify the products and services in the library, and improve the level and efficiency of its information services. Based on the analysis of the current situation, problems and SWOT of the marketing of university libraries, this paper studies the marketing strategy of university libraries, puts forward some thoughts on the marketing of university libraries, finds out the significance of the marketing strategy of university libraries, finds out the problems and deficiencies existing in the marketing strategy of university libraries, and puts forward appropriate improvement measures for these problems, so as to urge university libraries to give full play to their due functions and provide more perfect services for the vast number of users.Key words: University library,Marketing,Marketing strategy本科论文目 录摘要.............
