大事件营销是目前城市发展的有效手段之一，对于图书馆领域的营销推广和战略发展也具有重要的启发。文章介绍了“大事件”“大事件营销”等相关概念，并从图书馆应用的角度，基于性质、内容与影响三个方面，选取了IFLA推行国际宣传项目、奥地利图书馆协会开展相约图书馆奥地利全民阅读运动、上海图书馆助力上海世博会和韩国仁川当选世界图书之都四个大事件进行梳理与分析。文章将图书馆运用“大事件”的关键步骤归纳为明确大事件的发展目标、组建大事件的专门团队、构建大事件的营销要素和制定大事件的评估机制，提出以“大事件”为中心的图书馆营销战略要点包括争取政府和馆领导的支持、推进图书馆队伍的专业性、明晰与持续提升自身实力以及搭建良好的社会合作关系。

Mega-events marketing is currently one of the effective measures for urban development. It also has an important enlightening significance to the marketing promotion and strategic development of libraries. This article mainly elaborates on the concepts of mega-events and mega-events marketing. Based on the aspects of nature, content and impact, this study analyzes four different mega-events, including the International Advocacy Program promoted by IFLA, "Austria Reads. Meeting-point Library" Campaign launched by Austrian Library Association, Shanghai Library's contribution to Shanghai World Expo and the event that South Korea's Incheon was elected as the World Book Capital. We summarize the key steps of the library’s use of "mega-events" as follows: clarifying the development goals of the mega-events, forming a dedicated team directed at the mega-events, constructing the marketing elements of the mega-events, and establishing the evaluation mechanism. The key points of the marketing strategy for "mega-events" include gaining support from the government and library leaders, promoting the professionalism of the library team, clarifying and continuously improving the strength of the library and building a good social partnership.