Abstract: Although hbrary is non-profit organization, marketing has become an important content in library management. Through studying the history of marketing philosophy, this paper tries to establish management idea of ＂readeroriented＂ to promote the library management level, puts forward library should understand readers＇ demands, determine the object of library marketing by market segmentation and market positioning, and choose appropriate marketing strategies according to actual needs in library marketing practice with ＂reader-oriented＂ idea.

Key words: library marketing; marketing theory; library management; reader-oriented; marketing strategy