Research On The Construction Of Public Mobile Library User Portrait And Its Marketing Strategy

With the popularization of smart mobile devices and the in-depth development of mobile information services,the number and types of users of contemporary smart mobile devices are increasing,and user behavior is becoming more complex,and user needs are becoming more diversified and personalized.With the continuous innovation of digital technology,library marketing has gradually become a new concept and way to improve its service level and resource utilization.By cleverly introducing marketing strategies into the work of libraries,the strengths and capabilities of libraries to satisfy users are conveyed to users through innovative marketing approaches,ultimately creating a "win-win" situation between libraries and users.Therefore,meeting the diverse needs of different users and providing personalized marketing services to them are the opportunities and challenges facing public mobile libraries today.User profiling is a powerful tool to understand the characteristics and types of users.Using user profiling to explore and present the behavioral characteristics of different types of users in public mobile libraries helps public mobile libraries to better understand the potential needs and habits of users,which is important for improving the marketing strategies of public mobile libraries.It is expected that public mobile libraries can deepen user services,enhance user viscosity,develop the number of users and improve the quality of reading for all with the implementation of marketing strategies.First of all,this paper compares the literature of existing user portrait-related studies at home and abroad,describes the theoretical and practical significance of this paper,and determines the research idea and theoretical framework of this paper.Then,we introduce the concept and components of user portrait and the concept of public mobile library,which provide the theoretical basis for the construction and empirical analysis of user portrait labeling system in the later paper.Next,with the current situation of public mobile library,the label description system is constructed from the perspective of users’ psychological preferences of usage with the help of VALS2 user segmentation attitude scale.According to the pre-defined label system,questionnaires are designed,public mobile library users are researched,and after obtaining user data,factor analysis,cluster analysis,and discriminant analysis are used to determine the number of user profiles and user profile characteristics.The Word Cloud2 package in R language is used to visualize the characteristics of various user profiles and to describe various types of users by combining demographic attributes,psychological behavior preferences and usage behavior attributes.Finally,corresponding marketing strategies are proposed for different types of users of public mobile libraries.For growing users,we should improve the frequency of pushing,diversify services,and introduce diverse services to broaden the service scope of public mobile libraries;for traditional users,we should deeply explore resources,maintain system stability,and consolidate the core competitiveness of public mobile libraries,while improving the convenience of operation.For mature users,it should improve user feedback rate,optimize promotion activities,understand users’ potential needs and improve user experience;for sunken users,it should strengthen promotion and lower the threshold of users.Through the implementation of marketing strategies for public mobile library users,the strength of public mobile libraries will be enhanced and the long-term development of public mobile libraries will be realized based on the enhancement of user service quality,user utilization rate and user loyalty.