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Research on Marketing Strategy of Patent Information Service in University Library Based on 5R

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  • Feng, Jun
  • Hao, Yuting

Abstract

Based on the 5R marketing framework, this research examines how patent information services are currently promoted in university libraries, focusing on five aspects: relevance, receptivity, responsive, recognition, and relationship. The analysis shows that existing practices have limitations in presenting service value, encouraging active user participation, and building user trust. In response to these issues, university libraries can improve their promotional work by better matching services with actual user needs, improving users' service experiences, developing regular feedback channels, clearly presenting service outcomes, and maintaining stable, long-term relationships with users.

Suggested Citation

  • Feng, Jun & Hao, Yuting, 2026. "Research on Marketing Strategy of Patent Information Service in University Library Based on 5R," GBP Proceedings Series, Scientific Open Access Publishing, vol. 19, pages 147-152.
    • Handle: RePEc:axf:gbppsa:v:19:y:2026:i::p:147-152
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