Analysis And Strategy Research On The Current Situation Of Knowledge Service Marketing And Promotion In University Libraries

With the in-depth development of knowledge economy society and the updating of technology,the traditional knowledge service methods and propaganda methods of the library have been severely challenged.The lack of promotion makes the new function of library unknown,such as knowledge service,which pushes the production of marketing and promotion of knowledge services.The popularity and influence of micro-media are increasing day by day and it starts to play a role that cannot be ignored.Today,with the deepening of media convergence and the rapid development of new online media,more and more university libraries are beginning to market their knowledge service through micro-media platforms.Based on the micro-media perspective,the paper studies the marketing and promotion of knowledge service in Chinese university libraries.The content of this paper are: to expound the connotation of knowledge service marketing in the paper;to analyze the application of marketing theory in library knowledge service;to do the research of micro-blog marketing,WeChat marketing and micro-film marketing of “Double First-rate” university library knowledge services;to analyze them deeply;to propose the marketing promotion strategy of university library knowledge services from the perspective of micro-media based on university library knowledge service micro-media marketing dynamic model.The basic idea of this paper is to reveal the necessity of the research project from the research background;to investigate present situation of “Double First-rate” university library knowledge service marketing,to summarize the problems,characteristics,and to propose the marketing promotion strategy of university library knowledge services.This paper takes the “Double First-rate” university library knowledge service marketing promotion as the research object,mainly adopts the research method combining network research and literature research.This paper starts from the perspective of both theory and practice.The main research content can be divided into three parts: The first part theoretically discusses the background and significance of this research,combs the domestic and international research status of related concepts,and defines related concepts(such as micro media,knowledge service and library knowledge service marketing)and analyzes the theoretical basis,and introduces the 4I principle in network integration marketing,which has specific influence on the knowledge service of university library from the aspects of propaganda,concept,method and content.The second part starts from the practical perspective and analyzes the current situation of micro-media marketing promotion of knowledge services in university libraries.This part contains two aspects,one is to build the dynamic model of micro-media marketing promotion of university library knowledge service,and does the network research on micro-media marketing promotion of university library knowledge service,the other one is analyze the cases of university library knowledge service's micro-media marketing,mainly analyzes the content,operation mode and characteristics of its knowledge service marketing promotion,then summarizes the characteristics of enlightenment and marketing promotion.The third part puts forward five strategies to promote the marketing of knowledge services in university libraries from the perspective of micro-media.This paper hopes to expand the popularity of university library knowledge service through micro-media marketing,so that more teachers and students will use the service and the knowledge service of university library can help the research and study of teachers and students,and finally realize the social and economic benefits of the library,and promote the development of the university library business healthily and vigorously under the background of micro-media.