Research On The Content Marketing Strategy Of WeChat Reading Promotion In First-class University Libraries

Today,the use of We Chat marketing has become one of the important marketing channels in commercial operations.According to the "2018 We Chat Annual Data Report",as of the end of 2018,the number of readers of We Chat has reached a huge scale of 1 billion readers.The scope is wide,the readers are highly active,and the information transmission is timely and interactive.With the continuous development of We Chat marketing,its future development still has a broad space.At present,the reading and promotion services of university libraries are also following the development trend of the Internet.They have opened the We Chat public account and joined the tide of We Chat marketing,making the reading and marketing methods more diversified.It relies on the student group in the school.With the research contributions of experts and scholars,the strong support of policies and the continuous development of new media technologies,it has made remarkable achievements in reading and promotion.At the same time,with the promotion of We Chat public number,the reading promotion has been deeply integrated into the students' learning and life.The We Chat public number has gradually become a close interactive online communication platform for online readers and libraries.Therefore,We Chat is used to market reading promotion content.It is of great significance to strengthen the dissemination of reading and promotion content,increase the influence of content,and promote the in-depth development of reading and promotion work in colleges and universities.However,compared with the successful case of We Chat marketing,many operators of the We Chat public account of the university library are working very hard,but the operational effect is counterproductive,the content attraction is not strong,the readers pay less attention,and the reading volume is low,so how to improve the We Chat public Reading the reading volume and influence of the promotion activities and improving the content communication effect have become problems that some practitioners are very concerned about and work hard to solve.We can find that new media marketing like We Chat pays more attention to content marketing,because these are content-driven platforms that can use text,images,animation,video,etc.to convey high-quality,high-value content related to activities to readers.To enhance readers' participation.The same is true for the marketing of We Chat reading promotion in university libraries.Through the creation,promotion and dissemination of reading promotion content,the readers pass on reading and promotion knowledge and activities to achieve the purpose of reading and promoting marketing.We Chat reading promotes content marketing with the theme of“content is king”,focusing on the needs of readers,positioning content,providing interesting,valuable and creative content,interacting with readers,and enhancing the appeal of content to readers..This paper takes the content marketing as the perspective,and combines the multidisciplinary theory of marketing,library science and communication studies to carry out cross-integration research.Based on the We Chat public platform,we select 42 first-class university library We Chat public number articles as samples,select for a period of time,Survey,statistics,data processing and analysis,analyze the current situation of We Chat reading promotion content marketing,empirical research on the influencing factors of We Chat reading promotion content marketing effect,summarize the characteristics of We Chat reading promotion content and the existing problems,hope to pass This study summarizes the effective We Chat reading promotion content marketing strategy,and helps the university library We Chat public platform to better cater to readers' preferences through content marketing,improve content quality,and disseminate high-value content.