Research On The Reading Promotion Mode Of Physical Education University Libraries Under The New Media Environment

[Objective] Combing the reading promotion work of the library of Physical Education Universities,taking the results as the practice background,conducting a questionnaire survey on the readers of the case university library,summarizing the user demand characteristics from the results,conducting a PEST-SWOT analysis on the reading promotion work carried out by the library of Physical Education Universities in the new media environment,and judging the development trend based on the results.On the basis of this practice background,user demand and situation analysis,this paper summarizes the main problems existing in the new media reading promotion work of Physical Education University Library,constructs a new media environment based reading promotion service model for Physical Education University Library,and puts forward corresponding service promotion and development countermeasures to provide reference for better reading promotion service.[Methods] This paper investigates the new media operation and reading promotion of libraries of Physical Education Universities in China.Using the method of questionnaire,the author makes a statistical analysis from the four aspects of readers’ attitude to new media,reading tendency and behavior influencing factors,satisfaction and demand for new media reading promotion,and obtains the readers’ reading portrait.By using PEST-SWOT model,this paper analyzes the situation of reading promotion work carried out by libraries of Physical Education Universities under the new media environment.After determining the advantages,disadvantages,opportunities and threats under the macro and micro environment,it uses induction method to build a reading promotion model framework.[Results](1)Operation of new media.Among the 14 libraries of Physical Education Universities in China,6 have developed library apps,12 have built library homepage,and13 have opened library wechat official account.(2)Current situation of reading promotion.Among the 12 universities with library home pages,7 home pages indicate reading promotion information;Among the 13 universities that have opened the library’s wechat official account,6 have set up secondary services of "Reading Promotion",with an average of 4 types of reading promotion activities(10 types in total),and the average number of reading promotion tweets is 14(research time: November 12,2021).(3)Questionnaire survey results.76% and 68% of the readers prefer to read through the recommendation of relatives,friends,teachers and public platforms.They are not interested in reading.74% and 67% of the readers want to improve their reading ability and broaden their knowledge.64% of the readers are willing to accept big data analysis for accurate promotion.(4)Read the summary of the existing problems in the promotion work.(4)Current problem summary of reading promotion.(5)Constructing a reading promotion service model of Physical Education University Library under the new media environment,which is supported by new media technology and includes four elements:reading promotion work,reading promotion organization,reading organization and reading cycle.[Conclusions] According to the investigation and problem summary and the situation analysis of the internal and external environment of the reading promotion work in the Physical Education University Libraries,this paper puts forward the following countermeasures and suggestions for the operation of the reading promotion mode:(1)Publicize sports spirit and create a brand of reading promotion;(2)Overcome funding constraints and help integrated reading promotion;(3)Improving the quality of librarians and strengthening the reading promotion service;(4)With the power of model,reading reshapes cultural figure.