An Empirical Study On Knowledge Service Strategies Of College Libraries Based On Marketing Perspective

With the development of the Internet and the arrival of the digital age,the demand for knowledge of university library users is also showing a trend of diversification.Therefore,the traditional knowledge services of university libraries based on information consultation and document lending have been unable to meet the needs of university library users.Diversified and personalized knowledge service requirements,so university libraries must pay attention to the efficiency and quality of knowledge services,user-centered,and enhance satisfaction.This article introduces the marketing management concept into the knowledge service of the university library.This does not mean to commercialize the library knowledge service,but to use the marketing management management thinking to be user-centered and better.To do a good job of library services,and ultimately to improve user satisfaction and knowledge service benefits for the purpose.This article mainly uses the network investigation method,the case analysis method and the questionnaire survey method to carry on the investigation and the research to the domestic university library,through the analysis of the collected data,thus discovers that the domestic university library knowledge service exists in the tactics Problems,and learning from foreign experience in this field,combined with the actual situation of domestic university libraries,and put forward corresponding optimization strategies for their existing problems,which will provide reference for future research in this field,and at the same time improve the knowledge of current domestic university libraries.The service strategy provides reference suggestions.This article is divided into six chapters.The first chapter is the introduction.The research background and significance of the research and the research status of knowledge service marketing in university libraries at home and abroad are summarized.The second chapter is related basic theory.The related basic theories such as knowledge service,university library knowledge service and marketing theory are expounded,and the differences and connections between knowledge service andinformationservice are discussed.The third chapter is the investigation and analysis.Taking the library of Zhengzhou University as an example,the current status of library knowledge services,the awareness of librarians in knowledge service marketing,and the level of understanding and satisfaction of users in the knowledge service marketing of university libraries are investigated.The questionnaire survey is used.Law and internet surveys,and analyze the data collected.The fourth chapter is the analysis of the advantages and disadvantages of knowledge service strategies in domestic university libraries.By analyzing and summarizing the collected data,it is found that there are deficiencies in the knowledge service marketing of domestic university libraries.Its main performance is to emphasize theory and practice,not to form a user-centered service system,lack of full-time marketing positions,insufficient publicity,lack of service marketing evaluation and feedback mechanisms.The fifth chapter puts forward some suggestions for the optimization of knowledge service marketing strategies in domestic university libraries.Through the investigation in the third chapter,we found out the shortcomings of the knowledge service marketing in domestic university libraries,combined with the experience of knowledge service marketing in foreign university libraries,and put forward the strategic proposal for knowledge service marketing in domestic university libraries.The sixth chapter is the conclusion.Through the research of this paper,it is pointed out that the marketing management concept of marketing will be introduced into the knowledge service of domestic university libraries to improve the efficiency and quality of the knowledge service of the library and improve the user satisfaction.At the same time,the deficiencies of this paper's research and future prospects in this field are analyzed.