Abstract
The emergence of electronic resources has made new breakthrough in knowledge carriers because of their ease of use, instant availability, and the characteristic of no time and space constraints. For public libraries to achieve maximum efficiency in its electronic resources, it is necessary to seek the most effective marketing strategies. Therefore, the marketing concept of the electronic resources should be reader oriented, such as respecting and understanding library user’s information needs. Libraries also need to utilize various media and techniques to market the electronic resources, so that more comprehensive services and experiences can be provided to readers. The purpose of this study is to investigate library user’s needs and promotion strategies of electronic resources in order to identify the most effective ways of marketing. This study focuses on the students of the four colleges (College of Business, College of Tourism, College of Information, and College of Humanities and Social Science) in Kainan University as subjects in the survey questionnaire. It uses the Gap Analysis Model as the main analytical tool to examine cases in which readers/students show real demands to electronic resources. The study concludes with promotion and marketing strategies with regards to service offerings for the university libraries.
| Keywords: | university libraries; electronic resources; Gap Analysis Model; library users’ demands; marketing strategies |
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