Study of service marketing communication strategy of vocational college library based on user information behavior

Abstract

This paper studied service marketing communication strategies in vocational college library to promote the service levels. With the method of questionnaires and individual interviews, the survey basically reflects the status of vocational college student information behaviors. Basing on the survey, we make a service marketing communication strategy study. We draw a conclusion that service marketing of vocational college library should be user-centered. Vocational college library should integrate service marketing communication strategies: improve the library website design; enhance innovation of user education service; enhance the marketing of user database; strengthen the public relations communication strategy; promote user participating in service consumption. © 2013 Springer-Verlag.