Research On Wechat Official Account Service Of Liaoning University Library Based On 7Ps Theory

In the information age,computer network technology develops rapidly.As a growing organism,library needs to adapt to the development trend of the new era to provide services by using emerging mainstream applications.A sudden epidemic in 2020 makes the construction of online library services extremely urgent.We Chat Official Account was launched on August 23,2012.It has become a mature online service platform with huge user base,which can provide users with an online service platform that is easy to operate,interactive and beneficial to information dissemination.It perfectly meets the needs of libraries online services.At present,some libraries have already used We Chat Official Account to provide online services,and many scholars have carried out various studies on the application of We Chat Official Account in library online services.The Marketing Theory of 7Ps is the combination of seven controllable elements in the enterprise facing the market.The 7Ps theory adds three service parts to the traditional 4Ps theory,which make it more suitable for intangible services.Library We Chat Official Account provides invisible online service for readers,so it can be combined with the controllable 7 elements in 7Ps theory.It is helpful to improve the service quality of Library We Chat Official Account.Firstly,the author combined the 7Ps theory elements with the Library We Chat Official Account,and obtained 7 improvable aspects,which are as follows: Service function types,content quality,methods of promotion and push,search and feedback channels,user participation and responsible team,user usage process,interface and authoritative display.These form the service framework of Library We Chat Official Account based on 7Ps theory.Secondly,the author selected 56 representative We Chat Official Account of university libraries in Liaoning province as research samples,and collect their data by Internet,telephone,email and other methods.After summarizing the survey results,some problems can be found in these Library We Chat Official Accounts: Service function availability is uncertain;Less featured content,low reading volume;Publicity and push methords are not conducive to cultivate reading habits;Less search methods,low enthusiastic in feedback;Monotonous production team members;User operation process need to be optimized;The details of interface and authoritative display are not handled properly.Thirdly,the author gave some suggestions to these problems: Improve the availability,usefulness,and utility of service functions;Adding feature and personalize content to attract active users;Systematize publicity methods,regularize push frequency;Build feedback encouraged channels;Enrich the composition of team members,grasp the strength of students;Optimize user experience,take advantage of mobile service platform;Pay attention to display details,shape the image of the public account of the library.Libraries need to keep up with technology and keep updating themselves.The We Chat Official Account of university libraries in Liaoning Province generally has high service quality,but they still can be improved.This study investigates and analyzes the service of these We Chat Official Accounts,summarizes their deficiencies,and puts forward feasible improvement suggestions.Hope these suggestions can be beneficial to the promotion of library online service quality.Improve We Chat Official Account service quality can improve the library’s online service quality.This satisfies the needs of readers and also accords with the development trend of The Times,which will definitely add new vitality to the library in the future of technology and network.