：随着当代信息技术以及外界社会环境和人文环境的发展与冲 击，图书馆自身生存已面临着极大的威胁，馆藏利用率低、读者到馆 率逐年下降、社会效益低等问题。在我国的图书馆，大部分的重点工 作在于信息来源，关注怎样获取、存储信息资料，造成思想意识与社 会发展不协调，且对于读者的信息需要、提供信息资料的更好方式、 指导读者有效利用信息的更好途径以及激发潜在读者等问题，关心过 少，这是图书馆信息服务有所欠缺的地方。而营销理论曾在商业和管 理科学领域大范围应用，能科学化、系统化地解决图书馆所存在的以 上相关问题。所以，营销理论在图书馆信息服务工作的应用则尤为重 要。 本文以图书馆信息服务营销理论为研究中心，首先阐述了图书馆 信息服务营销相关的概念与理论根基。再则研究了图书馆信息服务的 营销环境，探究A高校图书馆信息服务的营销状况，分析其信息服 务营销策略等相关问题，主要包括：信息服务观念不足、信息服务人 员专业素养有待提高、用户信息服务反馈制度不健全、系统建设滞后、 用户个性化服务滞后、用户隐私不安全。最后，设计图书馆信息服务 营销策略，主要包括：提高信息服务水平和创品牌信息产品、加强信 息服务观念、提高信息服务人员专业素养、健全信息服务反馈制度、 强化信息资源建设、以用户为中心进行信息服。 本文的研究主要致力于满足人们对图书馆的信息需求，增强人们 II 获取信息的能力，对提升图书馆信息服务营销的社会效益和经济效益， 寻求图书馆事业健康发展等方面有着现实的意义。 关键词：营销策略；图书馆；信息服务；SWOT分析 III RESEARCH ON LIBRARY INFORMATION SERVICE MARKETING STRATEGY BASED ON SWOT ANALYSIS Abstract: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 IV 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. Key words: marketing strategy；library; information service; SWOT analysis V 目录 摘要 ……………………………………………………………………………Ⅰ Abstract ………………………………………………………………………IV 第1章绪论 ..................................................... 1 1.1 研究背景与意义 .......................................... 1 1.2国内外研究综述 ........................................... 2 1.2.1国外研究综述 ........................................ 2 1.2.2国内研究综述 ........................................ 3 1.3研究内容与方法 ........................................... 4 1.3.1研究内容 ............................................ 4 1.3.2研究方法 ............................................ 6 第2章相关概念与理论基础 ....................................... 7 2.1图书馆信息服务概念 ....................................... 7 2.1.1信息服务的概念 ...................................... 7 2.1.2图书馆信息服务 ...................................... 7 2.1.3高校图书馆信息服务主要特点 .......................... 8 2.2市场营销理论概述 ......................................... 9 2.2.1市场营销概念 ........................................ 9 2.2.2市场营销观念的支柱 .................................. 9 2.3图书馆信息服务营销的理论概述 ............................ 10 2.3.1信息服务营销与图书馆信息服务营销 ................... 10 VI 2.3.2图书馆信息服务营销性质 ............................. 11 2.3.3图书馆信息服务营销与信息服务之间的关系和区别 ....... 11 2.3.4图书馆信息服务营销的作用 ........................... 12 第3章 A高校图书馆信息服务营销环境分析 ........................ 15 3.1宏观环境分析 ............................................ 15 3.1.1政治环境方面 ....................................... 15 3.1.2经济环境方面 ....................................... 16 3.1.3社会环境方面 ....................................... 16 3.1.4技术环境方面 ....................................... 16 3.2 内部环境分析 ........................................... 17 3.2.1信息资源 ........................................... 17 3.2.2人力资源 ........................................... 17 3.2.3服务方式 ........................................... 18 3.3 SWOT分析 ............................................... 18 3.3.1优势 ............................................... 18 3.3.2劣势 ............................................... 20 3.3.3机会 ............................................... 22 3.3.4威肋 ............................................... 23 3.3.5 SWOT分析小结 ...................................... 24 第4章A高校图书馆信息服务营销策略现状与问题 .................. 25 4.1 A高校图书馆概况 ........................................ 25 4.2 A高校图书馆信息服务营销策略现状 ........................ 26 VII 4.3 A高校图书馆信息服务情况调查分析 ........................ 27 4.3.1问卷发放与反馈情况 ................................. 27 4.3.2 调查内容及结果 .................................... 28 4.4图书馆信息服务营销策略存在的问题 ........................ 30 4.4.1用户个性化服务滞后 ................................. 30 4.4.2信息服务观念不足 ................................... 31 4.4.3信息服务人员专业素养有待提高 ....................... 31 4.4.4用户信息服务反馈制度不健全 ......................... 32 4.4.5系统建设滞后 ....................................... 32 4.4.6用户隐私不安全 ..................................... 33 第5章A高校图书馆信息服务营销改进与优化策略 .................. 35 5.1提高信息服务水平和创品牌信息产品 ........................ 35 5.1.1推动新技术的应用，优化服务产品 ..................... 35 5.1.2提高信息产品的附加值和创品牌信息产品 ............... 35 5.1.3双“微”联动推进个性化信息服务 ..................... 36 5.2加强信息服务观念 ........................................ 36 5.2.1 树立馆员的营销理念 ................................ 36 5.2.2充分开发利用网络信息资源和扩充资源基础 ............. 37 5.2.3开展专利信息服务和提高企业创新能力 ................. 37 5.3提高信息服务人员专业素养 ................................ 37 5.3.1加强馆员综合素质的培养 ............................. 37 5.3.2重视高素质人才的引进工作 ........................... 38 VIII 5.4健全信息服务