The Study Of Promotional Strategy In Public Libraries-Based On Reader Preferences

In order to enlarge effect and attract readers, public library hosts promotional programs to deepen people's impression of library and improve its position. Public library designs activities which are more suitable for readers according to different service object groups. These programs possess knowledgeability, interest, participation and interaction from which readers can get benefits.This study adopts content analysis method and questionnaire survey method, and aims to analyze respects and related activities of promotional programs, including the promotional programs hold in 2008 by Beijing Library, Shanghai Library, Shenzhen City Library, the Taipei City Library, the Hong Kong Public Libraries, the San Francisco Library and Richmond Library. The survey research was performed by an entities questionnaire and an Internet questionnaire. We extracted 250 randomly sampled readers in Zhejiang Library and Hangzhou City Hall Library to fill up the questionnaire. We release online survey questionnaire. This survey recycles 409 valid questionnaires.The findings of the research: Different general-sub library system results in the large gap of the quantity of promotional activities which are hold by public library at home and abroad. Different mission of the public library results in deferent focus on the promotional program topic. The target population of domestic public library is adult-oriented and the foreign public library is child-oriented. The group of Young and middle-aged, highly educated women is the main participated group of promotional activities hold by domestic public library; The subject overseas scenery and household design are the highest degree of preference categories; Talks and exhibitions are readers' favorite events form; library website is readers' favorite propaganda form.According to the synthesis of the analyses, there hereby are concrete conclusions as below: (a) Supply of library activities with all topics in mainland library is less than demand; Supply of children program in Taipei Public Library is prominent; Supply of training and counseling program is especially prominent; (b) Lectures and exhibitions' importance is known by all libraries, but the readers' demand of study circles and bookstore cannot be met. These two types of activities are governed by the readers love but at a very low proportion in mainland Library; (c) The supply and demand trends of window banners, mobile phone message and e-mail are contrary. The publicity modes of window banners' supply is exceeded demand; supply of mobile phone message and e-mail is less than demand.Based on the findings, this study made promotional strategies for domestic public library: (a) the primary target market aims the higher degree educated young female readers; (b) the potential target market aims teenage readers; (c) the promotional activities subject should consider "Home Design "and" overseas scenery" as a priority; (d) activity form consider bookstores and study circles as a priority; (e) the modes of publicity consider library web and mobile phone message as a priority.