关键词: 高校图书馆, 阅读推广, 服务营销, 营销组合

Abstract: [Purpose/significance] In view of the widespread promotion activities of numerous number and uneven quality, service marketing mix theory is introduced, to guide the library to better carry out reading promotion activities. [Method/process] The key elements of the service marketing mix theory is reintegrated, to form the "7Ps" service marketing mix strategy suitable for the "micro book review" case of Guangxi Science and Technology University Library, which includes service product strategy, service price strategy, service channel strategy, service marketing strategy, library internal marketing strategy, students team marketing strategy and effect evaluation strategy. [Result/conclusion] The results of practice and exploration show that, the service marketing mix strategy can help the library make clear the inherent relation and regularity of each factor and link, and better carry out the common and personality characteristics of reading promotion activities, to improve the quality of reading promotion activity and provide the important reference for practice and exploration.

Key words: university library, reading promotion, service marketing, marketing mix