Investigation And Analysis On The Marketing Of The 985 University Libraries Under The Background Of The Micro Era

Early in 2014, Chinese Academy of Social Sciences published "Blue Book of new media" has pointed out:China’s new media has entered the era of micro. As of December 2015, the size of China’s Internet users reached up to 688 millions, the Internet penetration rate reached up to 50.3%, half of the Chinese people have accessed to the Internet. New media forms which are characterized by non-centered, dynamic, fragmented and instant such as Micro-blog, WeChat, micro film, micro fiction and so on have came to our life pervasively and had a profound impact on the public social, reading, networking, entertainment and other lifestyle. In large data of relationship marketing, these new means of communication and cultural patterns with good user base have made a lot of useful explorations and significant returns, more and more enterprises use these emerging media to carry out marketing and promotion.The library in the face of the challenge of the rapid development of network technology must find a developmengt way such as changing service concept, carrying out innovation activities and so on. But because of the propaganda of libraries’s work is not enough, libraries’s new services are unknown for users. Therefore, how the library conforming to the trend of the times to use the new media to promote the development and marketing is worth our thinking and analyzing. Under the background of micro era,985 university library in China have carried out various marketing by the use of micro blog, micro channel, micro movies and other new types of media publicity, but the effect varies greatly. Under the background of micro-era, the current situation, the development, the effect of University Libraries’marketing by "micro" means are all worth investigating and analyzing.In this paper, the author uses 39 985 university libraries as the survey sample and investigates the situation of libraries’marketing by "micro" means such as micro-blog marketing, WeChat marketing, micro film marketing. Firstly, this article visits the 985 university libraries’home page, WeChat public number, Sina micro-blog, Youku and other video sites, and sents e-mail to inquire the marketing situation, marketing content, marketing strategy, etc. The author presents the original survey data in graphs and analyzes the problems through the data collation and statistics. Secondly, this paper selectes three successful cases to analyze which are microblog marketing of Tsinghua University Library, Wechat marketing of Nanjing University Library and micro movies marketing of Peking University Library. Through the research of three cases’developments, effects, strategies and inspirations, the author sums up the successful marketing experience of micro-blog marketing, WeChat marketing, micro movie marketing.Thirdly, this paper based on basic data analyzes the current problems of 985 university libraries’micro marketing and the causes, which are:marketing is wide and imprecise, users’experience is ignored, publicity platforms are insufficient, marketing channels are scattered, assessment system are lack and so on. Finally, this paper puts forward the author’s thinking and suggestion based on the summary of successful case and successful experience in order to play a reference role for the development of new media marketing in the general university libraries, including:creating a professional team, grasping the needs of users, increasing publicity and marketing channel integration, constructing the evaluation system and so on.