Social Media Environment Of Library Brand Marketing Present Situation And Strategy Research

The current environment, the function and status of the traditional library by the impact, how to promote the library’s brand value as important issues, and social media as a library for brand communication provides a economic and effective way. This research mainly combined the related theories of brand marketing and knowledge, examine social media application of brand marketing present situation and problems of the library, and puts forward the library application social media brand marketing strategy.The article use the subjective judgment of random sampling method, a sample of 50 library, first using the method of network observation of 50 library learning about social media application, then a questionnaire survey was conducted on the librarians, in-depth understanding of the library in the social media on the problems in the brand communication. Study method, more and more libraries have to realize the importance of introduction of brand concept, has been basically had the consciousness of for the brand service of library, the current operation, low cost of social media become the medium of choice for library in brand promotion, both in college library and public library in an attempt to use social media to expand its influence, but in the application of the lack of corresponding financial support and professional operation team.Library should start from our own situation to develop social media brand communication strategy, college libraries in view of the audience is relatively concentrated, interaction with readers in the social media marketing is easier to produce effect; Public libraries in the face of the complex object, social media platform construction is more important. For more sufficient manpower, money and so on all library to promote the consciousness of the librarians of brand marketing; For pure human resources abundant pavilion to arouse the enthusiasm of people. Also should make different marketing strategy in the brand development of different periods, their initial should be given priority to with opinion leaders strategy on brand, the brand growth period, by word of mouth communication strategy, brand of the brand content communication strategy, in the emotional attention, interest, formation depends on the consumption psychology, in order to achieve the readers of library brand visibility and reputation, loyalty.