Construction And Empirical Research On The Evaluation Index System Of Provincial Public Library Service Marketing In China

After 2012,China's public libraries draw on the experience of the British and American public libraries to introduce marketing management theory into the library,and also introduce marketing management theories and methods into the library work,and continuously deepen and reform the library work.The core of public library marketing is the marketing of public library services.Service marketing has received widespread attention from the library community and lacks an evaluation index system for public library service marketing,which makes it impossible to conduct public library service marketing evaluation.Based on the existing research,this paper uses the balanced scorecard theory to construct the evaluation index system of provincial public library service marketing in China,and conducts empirical research with Nanjing Library and Shaanxi Provincial Library as research objects.According to the survey results,verify the usability of the evaluation index system,and systematically evaluate the service marketing of provincial public libraries,and propose optimization strategies,in order to help the provincial public library service marketing work better.This article is mainly composed of six parts:The first part is an introduction.The introduction mainly analyzes the research status at home and abroad through literature research and analysis,and introduces the research content,research methods,research difficulties and major innovations.The second part explains the related concepts of public library service marketing,and elaborates on the service marketing theory and balanced scorecard theory.The third part constructs the provincial public library service marketing evaluation model by using the balanced scorecard theory,and analyzes the relevant contents of the four dimensions.The fourth part designs the evaluation index system of provincial public library service marketing in China.Based on the analysis of relevant evaluation factors and the analysis of the connotation of indicators at all levels,the expert consultation method and the analytic hierarchy process are used to determine the index weights and indicators.The three-level indicator in the system sets the scoring standard.The fifth part will be applied to the provincial public library service marketing evaluation index system in Nanjing Library and Shaanxi Provincial Library,verifying the evaluation index system for the availability of provincial public libraries,and systematically evaluating the services of provincial public libraries.Marketing work,and propose optimization strategies,in order to provide reference for provincial public library service marketing work.The sixth part concludes,summarizes the research findings,and explains the inadequacies,expecting follow-up research researchers to improve.