【摘要】 价值营销理论是市场营销学的继承与发展 ,强调关注消费者价值构成、成本构成 ,深入理解消费者价值让渡系统。本文以价值营销理论为指导 ,分析了高校图书馆读者的价值构成、成本构成 ,研讨了高校图书馆读者价值让渡系统特点与规律 ,提出高校图书馆要树立价值营销战略、人员的素质和能力的培养、业务流程重组以及营销组合策略 ,为高校图书馆价值营销提供理论借鉴与指导作用更多还原

【Abstract】 The theory of value marketing inherits and develops the theory of marketing, and pays attention to value formation and cost formation of consumers, and then goes deep into the system of value transfer of consumers. In this article, guided by the theory of value marketing, the authors analyze value formation and cost formation of readers in the libraries of colleges and universities, study the characteristics and rules of value transfer system of readers in the libraries of colleges and universities, put forward the strategies of setting up value marketing strategy, training the staff’s quality and abilities, reforming business procedure and marketing combination, for the purpose of providing theoretic reference and guidance for value marketing in the libraries of colleges and universities.更多还原