我国加入WTO以后,各方面的管理力求与国际接轨,图书馆工作者应认识现代管理理念在知识经济建设中的重要性。文章认为,大学图书馆在文献信息服务的过程中,应了解服务营销的环境、服务营销的类型,配合服务营销组合,规划服务营销的过程,以实现大学图书馆文献信息服务的目的。 After China’s accession to the WTO, all aspects of management and international standards, library workers should recognize the importance of modern management philosophy in the construction of knowledge-based economy. The article holds that university library should understand the environment of service marketing, the type of service marketing, the service marketing mix and the planning of service marketing in the process of document information service in order to achieve the purpose of university library document information service.