| The development of Internet technology and equipment have greatly changed the way people get information and message.Public library is no longer the only way to obtain information.More and more information providers use the new media platform for information dissemination,and more and more users also switch to use the new media platform for information acquisition.Under this background,if public libraries want to keep up with the fierce competition in information dissemination,they must actively carry out their own new media marketing and promotion.Micro-blog,We Chat and jitter short video tiktok have occupied the leading position in many new media platforms,and become the most popular new media platforms.How to use these three platforms for marketing promotion,how to improve their popularity with the release of platform works,how to improve the strength and breadth of user services,and how to make the library achieve sustainable development is an unavoidable problem for the library.This paper uses descriptive statistics,python,Excel,SPSS statistics 23 and other tools to study the current situation of new media marketing of provincial public libraries in China.By crawling the basic information and publishing work information of the target subject in the platform account,combined with quantitative indicators such as communication power index,from the perspective of account information,number of works,content theme,push time,interaction,etc,This paper reveals the current situation of new media account construction and marketing effect of provincial public libraries in China,selects Shanghai Library with good effect and Anhui library with improved effect for case analysis,and understands and obtains the current situation of Library subjects in team construction,librarian incentive,platform positioning and user attention through interviews,This dissertation analyzes the existing problems,and puts forward some constructive suggestions to enhance the effect of new media marketing in public libraries.Through the research on the new media platform construction and marketing effect of provincial public libraries in China,the problems are found and the disadvantages are summarized.In the process of new media marketing of provincial public libraries in China,there are the following issues:（1）few public libraries have fully opened accounts;（2）Weak personnel deployment and insufficient institutional independence;（3）Imbalance in the proportion of librarians;（4）Single content source and poor diversity;（5）Lack of incentives for librarians;（6）The release time of works is out of touch with users;（7）Unbalanced content and theme;（8）The construction of head and tail libraries in multi-platform is uneven;（9）The level of user interaction varies greatly,and the relevant assessment is not in placeUltimately,according to the above research on the current situation of new media marketing of provincial public libraries in China,this paper puts forward the following constructive suggestions to enhance the impact of new media marketing of Public Libraries in China:（1）Build an independent and sufficient human resources team,balance the proportion of team personnel,and make full use of the professional team according to educational background and subject background;（2）The release time of works is close to the user’s life,rather than simply publishing according to the working time,mining and stimulating the output of user generated content（UGC）and supplementing the source of works;（3）Improve the assessment frequency,associate the assessment results with professional titles and performance evaluation,expand and refine the assessment indicators,and abandon the extensive and single assessment indicators;（4）Pay full attention to the importance of the new media platform,comprehensively build the platform account,clarify the differentiated positioning of the platform according to the characteristics of the platform,and formulate the marketing strategy suitable for the positioning. |
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