分析图书馆引入营销理论的原因,并就如何建立好高校图书馆外部营销环境和内部营销环境分别进行阐述。其中建立好外部营销环境的重点在于明确读者需要和处理好与其他外部环境因素的关系,而良好的内部营销环境则在于以人为本,使馆员更好的为图书馆服务。 This paper analyzes the reason why the library introduces the marketing theory and elaborates how to establish the external marketing environment and the internal marketing environment of the university library respectively. The key point of establishing a good external marketing environment is to clarify the needs of readers and handle the relationship with other external environmental factors. However, a good internal marketing environment is people-oriented, and embassy staffs better serve the library.