Research On The Marketing Model Of Social Reading Service Of Public Library

Social reading has gradually been recognized and widely used by the public with its brand new mode which could effectively realize the amplification of reading value and bring the readers experiences different from traditional ways.Public library could make use of WeChat public platform to launch the marketing of social reading,effectively integrate its reading resources and enhance its attraction to readers,so as to influence the readers to accept the reading service and give full play to its socialization.This paper mainly conducts the research by investigation methods of literature research,comparison analysis and case study.The detailed contents are as follows:(1)This paper summarizes the research results of this subject in academic circles in China and abroad from 3 major fields,which are social reading,library marketing,and library marketing oriented to social reading.(2)Relevant theories about this research are expounded to provide basis and foundation for the further development of the research on strategy of library marketing oriented to social reading.It mainly includes: social capital theory,the long tail theory,WCI(WeChat Communication Index),SICAS marketing mode,social reading,and service marketing of library social reading.(3)This paper discusses the marketing progress on WeChat public platform oriented to social reading.Firstly,it investigates the marketing situation of the reading-based WeChat public platform,university library WeChat public platform and public library WeChat public platform when facing social reading respectively.A comparison is made among the marketing status of the above mentioned 3 types to find out their commonness and differences.And then it analyzes the disadvantages and deficiencies of the service marketing of social reading for the public libraries in China on WeChat public platform.(4)Based on relevant theories and analysis of current status,with the combination of SICAS model theory this paper constructs the marketing model of social reading service of public library on WeChat public platform,mainly includes four modules which are: establishing reader dynamic perception,stimulating interaction of reading interest,creating WeChat link interaction,completing readers' incentive system,and promoting reading experience sharing.Besides,an analysis is carried out on relating processes and combined with case study of Shenzhen Library to provide support and guarantee for the operation and development of marketing system.(5)The development strategy of social reading marketing of public library is proposed,including formulating policies for social reading marketing,adding the social capital of readers,constructing the scientific and rigorous marketing model of social reading service of public library,strengthening the construction of staff for social reading operation,and extending the propaganda promotion of marketing platform,in order to provide a useful reference for the better development of marketing system in the future.Based on WeChat public platform,this research constructs the marketing model of social reading of public library,and analyzes the corresponding process system in order to provide certain reference for the effective allocation of social reading resources of public library,enhancing reading experience and attraction,and perfection of reading promotion system of library on new media platform.