全媒体时代,信息产业发生巨大变革,现代图书馆无法回避信息市场角逐。本文在介绍图书馆营销理论内涵和全媒体概念的基础上,论述全媒体时代图书馆营销的必要性并进行SWOT分析,从而证明将营销理论应用于图书馆管理与服务中,已然成为满足社会公众日益增长的信息需求、不断提升图书馆社会竞争力不可或缺的重要手段。 In the era of all media, great changes have taken place in the information industry. Modern libraries can not sidestep the competition in the information market. On the basis of introducing the connotation of library marketing theory and the concept of all media, this article expounds the necessity of library marketing in the all-media era and carries out SWOT analysis, which proves that applying marketing theory to library management and service has become Increasing information needs, and constantly improve the social competitiveness of libraries an indispensable means.