| Public library user assets are the sum of the value contributed by the users acquired by the library.In marketing,customer assets have become a powerful tool and instrument to gain competitive advantage and improve core competencies.Public libraries are a type of service industry,and thus library user assets can also provide a sustainable competitive advantage for public libraries.However,in the library field,the relevant research is still limited to user resources,and mostly from the perspective of theoretical research,with very few empirical studies conducted.Based on this,this paper uses the theoretical framework of customer assets in marketing,combined with the theoretical study of library user resources,to make an empirical evaluation of user assets in public libraries.Therefore,this paper firstly compares and analyses the theoretical research on library user resources and customer assets in marketing,and comes up with the concept of public library user assets;secondly,based on the dimensions of customer assets that are recognized by most scholars,and based on the characteristics of public libraries,it proposes a scale for evaluating public library user assets,and conducts a questionnaire survey on public library users with the help of Excel and The data were analysed with the help of Excel and SPSS22.0 data analysis software.The final evaluation system consisted of five dimensions,namely utilization value,relationship value,knowledge value,human value and donation value,with a total of 23 items.At the same time,based on the results of the relevant data analysis,it was concluded that among the user assets of public libraries,the overall rating of user assets was at a moderate to low level,among which,donation value and knowledge value were rated higher,while human value and utilisation value were rated lower;the importance ranking of the dimensions was obtained through principal component analysis: donation value > relationship value > knowledge value >human value > utilisation value;finally,according to the five value The final clustering analysis based on the ratings of the five values showed that users were divided into four categories: lighthouse users,following users,rational users and profit-seeking users.In the future,the following management measures are recommended for public libraries:(1)guide users’ donations to enrich library resources;(2)share users’ knowledge to improve library management;(3)utilise users’ social relationships to develop potential users;(4)attract user volunteers to increase library human resources;(5)attract and maintain users to improve user utilisation;(6)utilise user segmentation to build a database.to build a database. |
