Research On The Marketing Strategy Of Chineselibraries Under The Environment Of Media Integration

Nowadays,with the rapid development of mobile Internet technology and the widespread popularity of intelligent terminal devices,the new media,represented by social media,is rising rapidly,and it is gradually merging with traditional media.With the continuous enrichment of information carrier,readers can get all the information resources they need by all kinds of search engines.Users of Libraries in China are losing a lot,and the development of libraries is threatened.At the same time,the vigorous development of information industry has led to increasingly fierce competition in the information market.Various kinds of information institutions continue to introduce diversified services to meet customers' personalized information needs,in order to enhance their competitiveness and gain a foothold in the information market.This has brought great challenges to the development of the library in China.In this environment,Chinese libraries need to keep pace with the times and seek opportunities for its own sustainable development.Therefore,library marketing has emerged as the times require.Our library can promote the collection resources and service mode by introducing the concept of marketing and using marketing techniques,so as to achieve the purpose of providing users with high quality services.This study takes marketing as the basic theoretical basis,starting from the way of library marketing,analyzes the current situation of library marketing in China,sums up the problems existing in the marketing process,and expounds the feasibility and necessity of implementing the marketing strategy in Chinese libraries.According to 7Ps marketing theory,relationship marketing and brand marketing strategy,marketing practice and comprehensive public library and university library,puts forward the specific implementation strategy of marketing of Libraries in China,to provide reference for Chinese library marketing,inorder to promote the healthy development of China's Library industry.The survey is divided into two parts,one part selects the representative of several public library and University Library as an object of investigation,this part analyzes the current situation of library marketing in China from three aspects: micro-blog marketing,We Chat public platform marketing and digital library platform marketing.The other part selects some readers as the investigation object,and analyses the main ways of obtaining information,the understanding of the library and the satisfaction of the library service,and summarizes the existing problems of the library marketing in China.On this basis,put forward some strategies and methods for Chinese libraries to carry out marketing work under the circumstance of media convergence.