The Exploration Of Chongqing Library's Marketing Strategy From The NPO Perspective

With the rapidly growth of the Chinese economy and the reform of Chinese governmental system, the organizational structure of Chinese public library has transformed itself from an unit under the direct governmental control to a non-profit organization. The innovation of computer and Internet technology in the 21st century provides a new technical platform for the development of the public library. Under the influence of these macro factors, Chinese public library should grow in line with the current trend, and operate in the form of a non-profit organization, with the right marketing strategy with regard to its special situations.This thesis applies theories and analysis method from classical economics, human resource management, marketing principle, public administration, financial and accounting quantitative analysis, SWOT analysis, customer relationship management, to clarify the development and organizational goal of the public library; explain the detailed definition of a public library; analyze the current marketing situation of the national and international public library; investigate the service and marketing of Chongqing Public library, starting from the feasibility and necessity of the marketing and management of the public library. It provides comprehensive analysis on the Chongqing Public Library from multiple angles with reference to the external environment of Chongqing city, policies, humanity, geology and the historical accumulation of the Chongqing Public Library, the unique library collection, hardware equipment, service, sales and marketing effort. It defines a clear target market along with the relevant management and marketing strategy with an eye for the unique readers group in the City of Chongqing.The implementation of this strategy involves external and internal strategies. External strategies refer to market segmentation, adoption of regional cooperation. Internal strategies refer to the improvement of employee quality, multiple-service combination, service channel extension, marketing, the sales and promotional effort for the digital library, carrying out readers'satisfaction and readers'relationship management as well as strengthening human resource management.