The findings of the marketing analysis academic library's services

The author accomplished the marketing analysis of academic library services as the case study of Cherepovets State University Library, a flagship university of Vologda Region. She characterizes the status of library services, strengths and weaknesses, opportunities and threats, challenges and expectations of modern library users. The novelty of the article lies in the use of marketing analysis tools and the results obtained. The practical value of library services for users is revealed. With four criteria, namely demographic, geographic, psychographic and behavioral, the target user of university library services is characterized in detail. The author applies the research methods of analysis, comparison, observation, Google survey, in-depth interview, and empathy mapping. Four levels of university library services aree analyzed based on the "service pyramid". The quantitative findings of marketing research are provided. The author demonstrates that despite most students prefer electronic communications, they do not ignore the hybrid, online and offline, mode of interaction with the library. She also shows that modern academic library users are emotionally neutral towards the library services. Recommendations are offered for the further development of academic library services.