A Study Of The Marketing Of Provincial Public Libraries Based On Wechat And Weibo

In January 2018,China released the 41 st Statistical Report on the Development Status of China's Internet.According to the report,as of December 2017,the number of Internet users in China has reached 772 million with the Internet penetration rate of 55.8%,which exceeds half of the Chinese people.In September 2015,People's Daily released the first report about “Wechat,Weibo and client ranking” in China.Wechat and Weibo formally merged into a “two-We” user perspective.“Two-We” as a representative of new media comes to us and affects our ways of social and entertainment.At present,more and more scholars and experts are researching the marketinWith the development of the Internet and the arrival of the era of big data,the library is constantly changing its role.Service concept is changed with a series of reading and promotional activities.Reading is to promote the library,b ut some promotion activities are not welcome.Therefore,the library should follow the development trend of the times and take the readers' needs as the direction to carry out library marketing activities.At present,31 provincial-level public libraries have organized the policy “two-We” service promotion campaigns and other activities,but the results have been mixed.It is worth investigating,researching and analyzing the situation,effects,and development based on the marketing of "two-We" in provincial public libraries.In this paper,31 provincial public libraries are used as survey samples to investigate how these libraries use “two-We” marketing.First of all,by browsing the website homepages of 31 provincial public libraries,WeChat public account,and Weibo supplemented by e-mail consultation,this paper investigates the development of marketing,marketing content,and marketing strategies of WeChat and Weibo,and discovers the problems in the “two-We” marketing of public libraries at the grade level.Secondly,two successful cases of the Weibo of Shanghai Library and WeChat public platform of Hunan Province are selected to conduct specific analysis and enlightenment.This paper is on the basis of the analysis and summary of successful cases,combined with the marketing theory and informatics theory of marketing,in the hope of serving as a reference for the public library to carry out “two-We” marketing.