Research On Online Live Broadcast Marketing Of Public Libraries In My Country

With the substantial increase in the public's demand for video content and the continuous increase in the number of users of webcast platforms,webcasting marketing has become the preferred marketing method in various industries.At present,a lot of scholars in China have paid attention to the integration and development of library and webcast,the research on the whole and global management of webcast marketing in public libraries is still a little thin.Therefore,based on the top-level design theory,this thesis constructs the public library webcasting marketing model,probes into the influence of the various influencing factors of the model,and proposes public library webcasting marketing strategies.First of all,based on literature research methods,this thesis understands the current research progress of public library webcasting marketing,and constructs a webcasting marketing model by combing through recent years of public digital cultural projects,literature and policies related to webcasting marketing in public libraries.Secondly,based on the network survey method,this thesis combs and summarizes the marketing platform,marketing mode,marketing theme and marketing content of the public library.Thirdly,based on the questionnaire method and statistical analysis method,this study investigates the influencing factors of public library webcast marketing.The empirical results show that information resources,user experience,process management,publicity and promotion,and evaluation systems have a great influence on public library webcast marketing.Finally,this thesis proposes targeted marketing strategies based on the research model and empirical results: The first is to perfect public library webcast marketing based on the top-level design theory,that is,to take the top-level design theory into full consideration to guide the macro level,do a good job of coordination and connection at the meso level,and carry out the live marketing activities according to the organizational process;The second is to improve public library webcast marketing based on the empirical research results.It is necessary to pay attention to the effectiveness and richness of information resources,the users' live streaming experience and willingness to use,the quality of live streaming services and marketing teams,emphasize the timeliness and accuracy of publicity,and construct the evaluation index and evaluation mechanism of webcast marketing.