Studies Of The Chinese Public Library Cause Marketing

In the 21 century, human beings enter the information age. Under the impact of new information demanding, information surroundings and new economic reality, the public libraries and their service are faced with challenge. If public libraries want to hold advantage in the fierce Competition of information service marketing, absorb the caution of the users, acquire the trust and supporting form the users, they must induce the concept of marketing. But, as a public and not-for-profit organization which depends on government allocating funds, public library marketing is not equal to enterprise marketing. To enhance the position of public libraries in the whole information marketing, the final pursuit of public library marketing is the maximizing social profits, their social influence, and absorbing more users to use the library. So we should practice cause marketing to public libraries. The paper uses document analyzing method and example method, etc. It first starts with the not-for-profit characteristics of the public library, summarizes and perfects the features of public library cause marketing. The present situation of public library cause marketing at home and abroad is introduced, and the problems of our public libraries cause marketing are analyzed. The paper thinks that public libraries should carry out cause marketing. The paper proposed that public libraries should carry out marketing activities under the direction of cause marketing theory, and some related questions about the rules of public library cause marketing and marketing strategies have been discussed.This paper includes five parts. The fist part is the exordium. In this part, the research situation about public library marketing and cause marketing which has been done by the scholars at home and abroad is reviewed, and makes a discussion on the meaning and purpose of the paper. At present, applying cause marketing to the public libraries is a feasible way to relieve the survival difficulty of the public libraries in our country, and public library must accept this concept. The second part is a summary of public library cause marketing. It introduces the type of public library,its not-for-profit characteristics,some concept which related with public library cause marketing, and the features of public library cause marketing which are different to enterprise marketing. In addition, the social forces which affect public library cause marketing have been analyzed. The third part infers the problems of public library cause marketing on the basis of analyzing public library cause marketing status at home and abroad, and the causing reasons are analyzed. The forth part is the key of the paper. In this part, the marketing program of public library cause marketing is planned according to implementing procedure of cause marketing, including the analysis of marketing surroundings,making marketing plan,selecting proper public theme and partner,innovating the way of the activities,forming the marketing department,realizing effective communication and evaluating the result of marketing, etc. This paper also discusses other questions which should take care of during the process of marketing. The last part is the conclusion. It summarizes the deficiency of the paper.