Discussion And Exploration Of Shandong Library WeChat At Official Accounts Brand Communication Based On SWOT Analysis

At present,our country attaches more and more importance to cultural construction.It is of great significance to improve the cultural quality of the whole nation for the great rejuvenation of the Chinese nation.However,the current situation of cultural development in our country is not optimistic.As an important position of cultural communication,libraries should shoulder social responsibility.In today's booming new media,brand development is beneficial to the public map Libraries should improve the ability of cultural communication.Taking the "Shandong Provincial Library" We Chat official account as an example,this paper analyzes the significance and necessity of the brand communication of the "Shandong Provincial Library" We Chat official account.China's cultural power strategy can not be carried out without the promotion and dissemination of culture.If cultural institutions want to provide better cultural services and carry forward culture,they need to build brands and rely on brand communication to boost cultural communication.From another point of view,the brand communication of public library can not only help readers choose high-quality reading materials quickly and efficiently,but also help public library to enhance its strength and steady development,promote the pursuit of knowledge and culture,and build a knowledge-based society.In order to build the brand of Shandong library,we need to make full use of the new type of tool in the Internet age,the "We Chat library" We Chat official account.Through the investigation and analysis of the current operation status of the We Chat public number of the "Shandong Provincial Library",it is found that the current official account of the official account of the Shandong provincial library has rich books resources,favorable congenital conditions,and the technical and policy environment under the age.These are also advantages and opportunities,such as the solidification of traditional concepts,the lack of professional talents,the single content of the media and the Internet age.The "We Chat library" is a new era of Internet.The competition and impact under the new situation.Based on the above investigation and analysis,and four aspects of SWOT analysis,this paper puts forward the development strategies of wechat public brand communication of "Shandong Provincial Library",which are growth strategy(SO):fit the brand subject,highlight the cultural label;pragmatic tweet content,match the communication demands.Diversified strategy(ST): realize brand value-added with brand extension;highlight brand characteristics with specialty and classic.Twist strategy(WO): build brand symbol,develop cultural brand IP;build brand community,pay attention to core readers;implement brand strategy,clear brand positioning.Defensive strategy(WT): improve the awareness of brand protection,establish and improve the review mechanism.Guided by the relevant theories of communication theory and brand theory,the paper takes the current brand development status of Shandong Provincial Library as official account and the SWOT analysis of the brand as the main line.It focuses on the contents and methods of brand communication by public libraries using We Chat and other new media,and focuses on the content and methods of brand communication by the public libraries in We Chat.It can optimize the path of brand communication of the We Chat official account of the Shandong provincial library,and provide a reference for other public libraries to brand.