Research On "4V+4I" Integrated Marketing Of Public Libraries

With the rapid development of social economy and civilization,people’s material living standards are growing steadily,their spiritual and cultural needs are also constantly increasing.Driven by the market economic environment,a large number of profit-making institutions are springing up in the cultural service industry,bringing more efficient and convenient knowledge and information services to people.As a part of the public cultural service industry,the public libraries should actively carry out marketing planning,in order to better serve the readers in the information economy society,through various marketing activities stand out in the cultural service industry and transform their public welfare services into competitive advantages through various marketing activities.At the same time,with the development of science and technology,the difficulty of obtaining information has been greatly reduced,and and the access to knowledge have been continuously increased.In the face of massive information and knowledge,people will inevitably form information redundancy.And under the trend of entertainment and fragmentation of social life,the chances of people being able to learn systematically are getting lower and lower.Therefore,on the one hand,public libraries need to improve service efficiency to help people obtain the information they want accurately and quickly,and guide people to establish and cultivate good reading habits;on the other hand,they need to establish a good brand image and fully demonstrate their public welfare nature,enhance social influence,and highlight its position in the cultural service industry.The4 V marketing theory and 4I marketing theory of public libraries are conducive to brand building and service optimization,but they also have their own shortcomings.Therefore,it is necessary to vigorously carry out the exploration and practice of "4V + 4I" integrated marketing.Through the comprehensive use of literature research,interdisciplinary research,case analysis,network investigation and other methods,based on the integration of 4V and 4I marketing theories,the "4V+4I" integrated marketing suitable for public libraries is summarized.And combing them from four perspectives: the combination of Variation and Individuality,the combination of Versatility and Interesting,the combination of Value and Interest,and the combination of Vibration and Interaction,respectively solve the problem of how public libraries can provide readers with accurate information and help establish good reading habits,reveal their own public welfare nature,increase the problems existing in the reader stickiness.At the same time,through the selection of the National Library of Australia,Chongqing Library,Wuxi Library the three public libraries as a typical marketing case,respectively in the marketing reform,marketing measures,marketing activities,the achievements of reference,absorb its advantages and experience to "4V+4I" integrated marketing optimization strategy to provide case and enlightenment.Through the rational application of "4V+4I" integrated marketing concepts in public libraries,four new guiding concepts of individual differentiation,interesting service,public welfare visualization,and interactive resonance are obtained,corresponding respectively based on reader characteristic differences of personalized services,to encourage readers to participate as the goal of interesting activities,to improve the social effect of the library image construction,to enhance the reader engagement for the purpose of network interactive communication as the four application policy,These four new concepts are used to make suggestions for public libraries in integrating their own advantages,improving industry competitiveness,establishing brand image,expanding influence and other aspects.