The Study Of Marketing Media In University Libraries Fromthe Users' Perspective

With the development of communication technology and the popularity of smart phones,more and more new methods and technologies have been applied to the marketing of all the agencies.To serve teachers and students better,university libraries have made some positive attempts on the marketing media to present the resources of their libraries to their users,such as posters,library website,We Chat and so on.Actually,there is still serious information asymmetry between university libraries and their users.The users can't get the information what they need from the library timely and accurately.One of the most important reasons is that when the university libraries choose and operate the media,they don't consider the related factors from the users'perspective.The paper takes the library of Shandong University as an example from the users'perspective,to do the research.This article divides the media of university library into two parts,the existing marketing media and innovative media.The existing marketing media contains three parts,traditional media represented by posters,traditional network media represented by library website and new media,represented by the WeChat account of the library.In the process of research,the questionnaire is used to survey the users'preferences and usage on the existing marketing media as well as the attitudes toward the innovative media,on the one hand,the interview method is adopted to interview the librarians who are in charge of the marketing media in Shandong University to learn about the work they do in the user's perspective.Through the contrast of the difference between the provider's endeavor and the users'preference,we find that the university library don't pay enough attention to the users.The university libraries lack of understanding on users current situation,users'needs are not met.However,to a certain extent,the trials on media innovation consist with the demand of the users.On the basis of the investigation,the thesis put forward four suggestions to the university libraries from the users'standpoint to improve the marketing effect of university library.Firstly,establishing a media operation team is necessary.Secondly,the university library should attach more importance to the information of the users.Thirdly,in the process of media operation,the university libraries should pay more attention to users'habits and preferences in details.Finally,the university library should continuously make positive innovations on the media for marketing.