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[目的/意义]从现代广告以受众接受为本的理念及其所产生的传播效应中获得借鉴,审视高校图书馆网站在设计与服务上存在的问题,寻求提升服务效益的有效路径与策略。[方法/过程]通过网站调查和文献调研,从广告学的视角观察和总结我国高校图书馆网站的设计与服务现状,探讨应对策略。[结果/结论]我国高校图书馆网站不同程度地存在忽视用户接受需要的问题,导致服务效果不理想,应树立现代广告理念,提升资源与服务效益。
[Purpose / Significance] To draw lessons from the concept of audience acceptance as the basis for modern advertisement and its communication effect, to examine the existing problems in the design and service of university library website, and to seek effective ways and strategies to improve service efficiency. [Methods / Processes] Through the website investigation and literature research, we can observe and summarize the current situation of the design and service of our university library website from the perspective of advertising science and discuss the coping strategies. [Results / Conclusion] There are some problems in our university library website which ignore the need of users to accept the service, which leads to the unsatisfactory service effect. Therefore, the modern advertising concept should be established to improve the efficiency of resources and services.