| Building a people-centered library with colorful activities to promote cultural prosperity and help rural revitalization is the latest instruction issued by the Ministry of Culture and Tourism for public libraries.Grassroots people have strong cultural needs,but the awareness and usage rate of grassroots libraries are still at a low level.Library service marketing is an important way to actively advocate reader demand-oriented that can increase library awareness and service innovation.Internationally,the IFLA International Marketing Awards are producing excellent marketing cases every year for libraries around the world to learn from and provide inspiration.This paper researches and collects the basic information of the IFLA International Library Marketing Award winning projects in the past(2002-2022),based on the 7PS and 4I principles of marketing,and uses the 2018-2022 award-winning cases as data sources to conduct a comprehensive review and in-depth analysis of the service marketing concepts behind the IFLA International Library Marketing Award winning projects using NVivo12.The study found that the award-winning projects have six distinctive features: scientific marketing focusing on cooperation,novel and creative activities with interaction,providing broader and more personalized services,socializing and technologizing activities,diversifying and facilitating marketing scenarios,and users’ perceived value.After analyzing their basic conditions,advantages,disadvantages,opportunities and threats,we analyze the current situation of service marketing of grassroots libraries in comparison with the six aspects of benchmarking elements.Combined with the award-winning service marketing cases,the company proposes to study marketing theories,innovate activities and services,create brand activities,cooperate with multiple forces,carry out service marketing through multiple channels,create a "learning supermarket",and improve the perceived value of users. |
PDF Full Text Request