| The booming development of science and technology makes the carrier of information in modern society become more diversified,which leads to more diversified ways for users to obtain information,and more and more personalized and professional needs of users,which requires the public library to carry out continuous reform and innovation,in order to deal with the impact of the high-speed information age.Especially in 2018,the Cultural and Tourism Department of the State Council was officially established,marking that China has officially ushered in a new era of cultural and tourism integration.In this context,China's public libraries are in urgent need of transformation and brand marketing in line with regional cultural characteristics,so as to improve the social reputation of public libraries on the basis of meeting the increasing needs of users for cultural life.In this paper,based on marketing theory,combined with the questionnaire survey,literature measurement analysis method,according to the text brigade fusion under the background of the needs of the development of public library,through the analysis of the IFLA international marketing prize-winning case,search has universal function of text brigade fusion under the background of China's public library brand marketing model,supplemented by the application process and implementation Suggestions.The specific contents are as follows:(1)Summarize the research status of library brand marketing at home and abroad,and get the current research hots pots;The research methods and innovations of this paper are expounded.(2)Systematic elaboration of relevant concepts and theories,including cultural and tourism integration,brand,brand marketing,library brand,public library brand marketing,the relationship of cultural tourism integration and public library brand marketing and 4P marketing theory,and 4C marketing theory lays a theoretical foundation for this study.(3)This paper investigates the public's cognition and experience of the current situation of brand marketing of Public Libraries in China,analyzes the questionnaire results by using SPSS software,analyzes the user's satisfaction with the brand marketing of Public Libraries in China at the present stage,and explores the user's needs,so as to provide data support for this study.(4)Overview of IFLA and IFLA International Marketing Awards;In addition,the case of Shanghai Library,which won the second place of IFLA International Marketing Award in 2017,and Foshan Library,which won the first place of IFLA International Marketing Award in 2020,is analyzed to explore the common points among them.And using Cite Space visualization software to draw the 2010-2020 public library marketing keyword co-occurrence map,keyword timeline map,burst word detection map,in order to insight and reveal the distribution of research hots pots,research evolution and future development trend in the field of public library marketing in China.It provides a strong support for the construction of public library brand marketing model.(5)Carry out SWOT analysis on the brand marketing of public libraries in China,obtain the environmental cognition foundation of the brand marketing of public libraries in China,introduce the 4C theory in marketing,construct the brand marketing model of public libraries in China under the background of cultural and tourism integration with user demand as the center,and give application process and suggestions.In this paper,the research based on text brigade fusion time background,combining IFLA international marketing award winning cases,4C marketing theory is introduced,based on the requirement of the users,build brand marketing model,public libraries in our country,in order to journey in public libraries in our country,the fusion between under the background of the new era of enhancement and the user viscosity,user maintenance,mining potential customers,improve the social recognition and reputation and influence to provide certain reference. |
PDF Full Text Request