Research On Library Service Brand Marketing Based On STV Triangle Model

As the international library marketing awards setting up,drive around the improvement of library service marketing to some extent.Library service brand represent the service image of library,and it's the card of library.This requires library display the connotation and value of service brand during the process of service brand construction and marketing promotion.Therefore,how to use its own advantages to establish the value of library service brand in the current social environment has become an important research direction of library service marketing activities.The marketing model has a strategic guiding for library service brand marketing.The STV triangle model is a typical marketing model.Its related concepts,frameworks and market analysis ideas point out new research ideas for the research of library service brand marketing activities.This study optimizes the STV marketing model into an application model for library service brand marketing,conducts research on the IFLA website and the award-winning library website through the online survey method,and analyzes the award-winning projects of the IFLA International Marketing Awards.The success factor matches the features in the model and provides case support for building the model.In the construction of the library service brand marketing STV triangle model,based on the STV triangle model in the marketing field,the library service brand marketing model including library strategy,library tactics and library value.Combined with the IFLA award-winning case content,a case study of each component under each major aspect is carried out,detailing how each library uses the elements of the model to carry out marketing activities when conducting service brand marketing activities.Then this study combines the well-established marketing model to discuss the implementation strategy of library service brand marketing strategy from three perspectives: service brand market division,target service target and service brand positioning.From service content differentiation and service brand marketing combination,This paper discusses the implementation strategies of library service brand marketing tactics from three aspects of service brand promotion;discusses the value of library service brand from three perspectives: creating service brand value,value service value and delivering service brand value.Finally,the paper summarizes the content of the full text,points out the limitations of this research,and puts forward the prospect of future library service brand marketing research.