Abstract
With the rise of micro media, the library’s traditional knowledge services and its publicity and promotion methods have been challenged. This study investigates the marketing and promotion of knowledge services through micro media in university libraries. Based on the dynamic model of knowledge service marketing promotion in university libraries, this paper conducts network research and analysis on the library knowledge service microblog, WeChat, and microfilm marketing of 42 world-class universities in China. The results show that among 42 university libraries, microblog and WeChat have a high opening rate but do not attach importance to late marketing management and maintenance (microblogs’ opening rate is 83.3%, the proportion of people paying attention is 20%). The number of knowledge service outlay exceeds 1,000 accounts (28.6%). The rate of consultation feedback within one day is 17.14%. The official WeChat account number has 97.6% of libraries. The ratio of WeChat push at least once a week is 68.3%, and the rate of consultation feedback within one day is 17.07%. Microfilm marketing is not valued as a whole (the release rate of microfilms is only 9.5%). Successful microfilm marketing (such as Tsinghua University’s “falling in love with the library” series with 7,320 views/day) helps to improve the communication efficiency of knowledge services and brand awareness. This study confirms that micro media marketing has not been fully developed and utilized. University libraries should take user experience, media technology, resource reserve, service content, account publicity, and operation as the starting point to improve user viscosity.
Highlights
This paper collects data, analyzes marketing knowledge, and uses dynamic model analysis to determine the influencing factors that limit the application of micro media in knowledge service marketing promotion
It proposes a corresponding marketing strategy, which aims to provide the basis for the library to formulate the marketing plan for knowledge services as it plays an important role in promoting the development and upgrading of knowledge services and library knowledge service
Comfort covers the Based on the dynamic model of knowledge service psychological evaluation and emotional tendency marketing promotion of university libraries from of users in the process of knowledge services in the perspective of micro media, this paper selects addition to pleasure
Summary
It may be difficult for users to accurately and comprehensively find the information and knowledge they need without professional training and high information and knowledge literacy. At this time, the knowledge services of the library are important. The real-time interaction of micro media provides communication power for the promotion of library knowledge services. This paper collects data, analyzes marketing knowledge, and uses dynamic model analysis to determine the influencing factors that limit the application of micro media in knowledge service marketing promotion. It proposes a corresponding marketing strategy, which aims to provide the basis for the library to formulate the marketing plan for knowledge services as it plays an important role in promoting the development and upgrading of knowledge services and library knowledge service
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