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在社会主义市场经济环境下,图书馆信息服务有了市场化的一面。由于图书馆作为特殊的行业,社会职能依然存在,因此,图书馆的营销也有特殊性。首先,政府是图书馆的完全投资者,在市场经济条件下,现代图书馆依然是政府投资为主,这是没有改变的,无论是从保障国家文化安全的高度,还是满足客户的日常要求而言,这都决定了政府的主导性,因此,图书馆的营销不同于企业完全按照市场需求和自身条件进行,他必须在政府的政策法律的指引下,进行市场化营销。其次,社会效益高于经济效益,企业追求经济利润,以经济效益为第一目标,社会效益对企业而言也是追求的目标,但不是绝对的,他是在企业追逐经济效益的前提下进行的,而图书馆恰恰相反,因为图书馆主要目标是提高知识资源的利用率,利用其平台,服务客户,以此来推动社会的进步,因此,图书馆的经济效益是服从于社会效益的。最后市场的迥异性。迥异性主要体现为服务的对象不同,企业主要以某一领域的消费者为主,并为其提供交换的商品;现代图书馆则面向整个社会大众,因此,图书馆的市场是惟一的,又是巨大的,这主要是由图书馆的社会性决定的,为了实现社会效益,图书馆必须在公平、开放的环境下为社会成员服务。
In the socialist market economy, library information services have a market-oriented side. As the library as a special industry, social functions still exist, so the marketing of the library is also special. First of all, the government is a complete investor in the library. Under the conditions of a market economy, the modern library is still dominated by government investment. This has not changed. Whether it is from the perspective of safeguarding the national cultural security or meeting the daily needs of customers, Therefore, the marketing of the library is different from that of the enterprise in full accordance with the market demand and its own conditions. He must marketize marketing under the guidance of the government’s policies and laws. Secondly, the social benefit is higher than the economic benefit, the enterprise pursues the economic profit, takes the economic efficiency as the first goal, and the social benefit is also the goal pursued by the enterprise, but it is not absolute. He pursues the economic benefit of the enterprise , And the library is just the opposite. Because the main goal of the library is to improve the utilization rate of knowledge resources, use its platform and serve customers in order to promote social progress, therefore, the economic benefits of libraries are subordinated to social benefits. The last market is very different. The main difference is that the object of service is different. The enterprises are dominated by consumers in certain fields and provide them with exchanged commodities. The modern library faces the general public. Therefore, the market of the library is unique. Is huge, which is mainly determined by the sociality of the library. In order to achieve social benefits, libraries must serve their members in a fair and open environment.