Abstract: University libraries can leverage their unique service capabilities to enhance intellectualproperty literacy among Generation Z students. The essay develops an intellectual property literacyeducation model based on marketing theory, tailored to the group characteristics of Generation Z.The model integrates online and offline interaction channels, adopts a hierarchical approach, achievessymbiotic relationships among educational stakeholders, and uses brand effect to reinforce the collectivememory of intellectual property literacy within Generation Z students. Using Zhejiang UniversityLibrary as a case study, the article discusses the practical implementations of the model from a marketingperspective, and evaluates its efficacy. The findings offer valuable insights into advancing intellectualproperty literacy education in Chinese university libraries.