Research On Operation Strategy Of Chongqing City And County Library Based On 4I Theory

In recent years,the innovation of information technology and the emergence of new equipment have made people have more channels for obtaining information.The rapidly growing demand for information resources is oppressing the development of traditional libraries,and people's attention has been distracted,leading to the loss of library readers.But at the same time,in order to better develop our country's public cultural services,The state has also introduced many policies and measures to improve the efficiency of public cultural services.The district and county libraries are connected to provincial and municipal libraries at the top,and can extend services to the community at the bottom.They are cultural service units closer to the grassroots level and an important part of the public cultural service system.They are facing the crisis of a complex competitive environment and cultural development.Under the opportunity of development and prosperity,how district and county libraries can provide people with better public cultural information services has become a topic that needs to be resolved in the new era.Therefore,district and county libraries should introduce the concept of marketing and publicity to improve their competitiveness,establish a brand,expand their influence,integrate their own advantages,use the characteristics of the times to respond to crises,assume the responsibility of co-construction and sharing of regional cultural resources,integrate cultural service resources,and play Own advantages to maximize social service functions.This paper is based on the 4I theory of network integrated marketing,this article takes the Chongqing urban and county libraries as the research object,and starts from the marketing and publicity practice of the district and county libraries,and investigates the marketing and publicity status of the Chongqing urban and county libraries,including The main "two micro"(We Chat,Weibo)marketing and publicity effects and reader questionnaire survey two parts,through the summary and analysis of the corresponding data to find problems,on this basis,combined with the 4I theory,put forward some conducive to the development of district and county libraries The operation strategy hopes to provide some references for the future development of our country's district and county libraries.In addition,in the context of the current novel coronavirus pneumonia epidemic,this article also briefly analyzes the operating status and existing problems of district and county libraries in the face of the epidemic,and proposes measures to improve and strengthen service operations in response to public health emergencies based on the 4I theory,In order to meet the reading needs of the special period.