随着市场经济和信息技术的发展,各种信息服务机构的崛起对档案机构的服务构成外部挑战;现行档案服务方式和服务内容与公众需求的不对接,影响着档案利用效率的发挥,构成内部压力。为融入大环境,展开档案信息资源服务新探索无可避免。麦卡锡的“4P”营销策略,即产品(Product)、价格(Price)、渠道(Place)、促销(Promotion)策略,主张 With the development of market economy and information technology, the rise of various information service agencies poses external challenges to the services of archives agencies. The current archives service mode and the mismatch between service content and public needs have an impact on the efficiency of archives utilization and constitute the internal pressure. To integrate into the environment, the new exploration of archival information resources service is inevitable. McCarthy’s “4P” marketing strategy, namely Product, Price, Place, Promotion Strategy, Proposition