Analysis Of Factors Affecting The Development Of Library New Media Marketing Based On User Experienc

With the development of information technology and the improvement of user needs,the construction of a public cultural service system is increasingly receiving national attention.In the report of the 20 th National Congress of the Communist Party of China,it was proposed to implement the national cultural digitization strategy and improve the modern public cultural service system.The development of China’s cultural industry will also enter a new turning point,and the cultural needs of the people are constantly increasing towards higher levels and more diverse directions.Against the backdrop of national policy support,information technology development,and academic research orientation,a trend of innovation has emerged in various industries worldwide,and the library industry is not lagging behind in actively exploring new paths for service promotion.New media marketing activities are one of them.However,the supply contradiction between the public cultural service capacity of libraries and the ever-changing cultural needs of the masses remains a huge challenge for the development of China’s cultural industry.Library marketing promotion is a targeted promotion method based on the resources and services owned by the library,according to the different needs of users.Library marketing activities are committed to connecting user needs and library resources,leveraging the library’s public cultural service role,and focusing on addressing the mismatch between the release of promotional messages on library new media platforms and user needs.However,there is no stable mechanism for the promotion channels and implementation paths of the library in the process of organizing marketing activities.Therefore,this article starts with examining the current practice status of the library and investigating user needs.By analyzing the problems and development needs of the current library,it explores and studies the marketing activities organized by the library as the main body.This article takes marketing theory and communication theory as the theoretical foundation,and uses a combination of literature analysis and online survey methods to conduct an in-depth analysis of the current situation of library implementation;At the same time,we conducted semi-structured interviews on library users with the theme of library marketing activities,and used the Grounded theory method to conduct threelevel coding processing on the data formed by the interviewees,sorting out the problems existing in the current library;Summarize the factors that affect the effectiveness of activities such as users,external factors,communication effectiveness,library resources,and services.Through research on theoretical basis,current situation analysis,and user needs,this paper proposes future promotion strategies for the library,and systematically elaborates on various influencing factors,proposing development paths,in order to provide reference for the future internal work and subsequent research of the library.