Research On Library Marketing From The Perspective Of Structural Hole Theory

In today’s society,information changes from scarcity to overload or even "explosion".Coupled with the information asymmetry caused by the difference of Internet information transmission,it becomes even more difficult for people to form correct judgments with complex information.Library service,a key element in the information age,is essential to the growth and influence of the external social and cultural atmosphere.The current issues of inadequate library usage,low readership,and minimal social advantages,the discord between ideology and social advancement is still present.Moreover,the information requirements of readers are being neglected,and there is a need for more effective methods of providing information,as well as more effective guidance to readers to make the most of it and to encourage potential readers.This is the deficiency of library information services.Therefore,library marketing becomes more and more important.In recent years,the library is committed to finding the self-marketing path to optimize the service,based on the relevant theories to guide this,the service promotion and strategic development in the field of library is of great significance.The establishment of IFLA International Library Marketing Award provides a platform for all kinds of libraries around the world to show their service level.It can not only stimulate the innovation ability of libraries,but also make the image of libraries more prominent,so as to attract more readers to come to read,which requires libraries in the process of service level construction and marketing promotion.The connotation and value of service level should be fully reflected.Therefore,The library must demonstrate the worth of its service brand in the construction and promotion of service levels.Consequently,exploring how to leverage its own benefits to demonstrate the worth of library service in the present social and cultural atmosphere has become a significant research area for library service marketing endeavors..This paper takes the theory of structural hole as the perspective of analysis,and uses SICAS consumer behavior model to draw out the existence of "structural hole" in library marketing,takes it as the theoretical tool of this study,and constructs a marketing model of inside and outside the library to guide the smooth progress of library marketing.By referring to historical documents,using case analysis and comparative analysis,this paper classified summarizes library projects that have won IFLA International Marketing Award from 2003 to 2022.It is mainly carried out from the following two points: first,it analyzes and verifies the cases spanning "perception cave,interest cave,contact cave,action cave and sharing cave" in library external marketing;Secondly,this paper verifies the important position of structural hole theory in developing marketing strategies and winning readers’ market by studying the intermediary roles of librarians and value readers in the internal marketing of libraries.This paper offers development suggestions,with the aim of satisfying people’s information needs for the library,improving their access to information,and having practical importance in enhancing the social and economic advantages of library information service marketing,as well as striving for a healthy development of library marketing from both inside and outside the library.