Abstract: The methods and means of marketing must be innovated in the library in order to meet the competitions and challenges derived from external and their own development’s needs. This study discusses three different marketing cases in domestic university libraries and concludes: the “meaningful” marketing is not so good as the “interesting” marketing, and the marketing of university library needs to be “a bit interesting”. Four suggestions are put forward on how university library marketing could change from “meaningful” to “interesting”.

Key words: University library, Marketing strategy, Meaningful marketing, Interesting marketing