Based On Micro Marketing Mode Of University Archives Information Service Research

With the development of The Times, the archives information service as an important part of archives management, changing so much.With the popularity of mobile communication and Internet, wireless networks, the whole society to enter the micro communication era, the development of the archives information service only keep up with The Times, to a foothold in the "micro age", and micro marketing can promote the archives institutions in its unique way to realize transition from closed to open.We take "people-oriented" the concept of "service first", from the perspective of popular now micro marketing dig found new way and new method of archives information service, add brick to add tile for archives cause.In this paper, the relevant research literature at home and abroad are analyzed, and the full review and summarize domestic and foreign advanced on the basis of theory research and practice, to carry out the study of micro marketing archives information service in colleges and universities.First analyzed the university archives information service based on micro marketing to build the research background, and expounds the current research based on marketing model under the background of archives information service construction significance, has been clear about the novelty and reliability of research.Then on the basic concept of micro marketing and relevant theories of university archives information construction and concept are expounded; Secondly, on the basis of the existing related research theory to carry out the investigation of archives information service, in the investigation and statistical analysis of will be introduced to the concept of analysis from the micro perspective of marketing concepts to build the content and ways of archives information service, analyses the questionnaire survey to collect data. Segmentation results of archives information service based on user group, the key lies in how to through the micro platform and efficient promotion of use of archives information, found that archive users through the platform to obtain and use patterns of behavior and demand characteristics of archives information;Finally, according to the problems found way to quickly and improve the social cognition and the influence of archives information.