Research On Public Library Marketing Strategy Based On Short Video Platform

The technological progress and innovation brought by the increasing development of science and technology in the Internet era have been profoundly affecting all sectors of society.People’s access to information has been constantly changed and gradually developed from newspapers,radio and television to the Internet.In the era of mobile Internet,the emergence of short video has brought profound changes to the way of knowledge transmission and information acquisition.As the traditional center of social information exchange,the social status of the library has declined.In the changing social background,how to keep pace with The Times to meet the diverse needs of readers has become a problem that the library can not be delayed to solve.How to maintain the social status of the library for a long time,maintain the core competitiveness,continue to innovate the library science and technology service technology,provide readers with higher service quality,maintain the vitality of the growth of the organism has been the mission,is the urgent matter.In order to meet the ever-changing needs of readers and based on the knowledge communication media in line with the current background,this paper introduces the SIPS model to analyze the marketing strategies of the library in the short video platform represented by Tik Tok from four different stages.Based on the characteristics of short video communication and marketing,this study points out the urgency of library marketing using Tik Tok and other short video platforms under the background of mobile Internet era,and analyzes the advantages of library marketing using short video platforms.And through the Internet survey method,content analysis,case analysis,after complete descriptive statistical analysis on survey data,summing up the short video of popular marketing content characteristics of common law,through the analysis of the library of relatively typical trill,and get the good marketing results published short video works,summarizes the current library short video marketing exists some disadvantages.Finally,based on THE SIPS model,the short video marketing strategy is proposed in four stages:reader empathy,recognition,participation,sharing and diffusion.