：文章在概述了社会化媒体的概念及社会化媒体营销应用、研究进展基础上，重点构建和分析了高校图书馆文化服务的社会化媒体营销模式。研究认为高校图书馆的文化服务社会化媒体营销模式主要有内容营销模式、体验营销模式、传统营销模式和关系营销模式。每一种营销模式之间相互独立又相互关联，图书馆在应用中需混合应用。

Article summarizes the concept, application and basic research of socialized media, and then emphasis on structuring and analyzing cultural services marketing of university libraries based on socialized media. The patterns of cultural services marketing of university libraries include content maketing, experience marketing, traditional marketing and relation marketing. The library should mixture marketing patterns, because of they are mutual independence, but correlate with orther.