Research On WeChat Service Feature Clustering And Marketing Strategy Of University Library Based On Market Segmentation

Under the changing development environment of new media intelligent technology,the service needs of teachers and students are personalized and diversified.As the user groups of University Libraries come from all over the country(different disciplines),there are differences in cultural background,reading habits and other aspects,which leads to an increasingly strong demand for differentiated services,thus accelerating the transformation of the service mode of university libraries.As the information resource center of colleges and universities,university libraries are facing the challenges of digitalization and networking of services.They need to improve the new media service marketing model to meet the new service needs of current user groups.Market segmentation can provide a new research perspective for university libraries to identify the different characteristics of new media audience groups.In the process of clustering users,clustering marketers has gradually become a segmentation trend.Firstly,this paper studies the development status of wechat official account of University Library and the application of market segmentation theory in university library.Secondly,it combs and summarizes the development and evolution of market segmentation and Vals model,expounds in detail the feasibility of using the variable selection idea of Vals 2 and clustering and clustering as the classification standard for the operation and maintenance characteristics of wechat official account,comprehensively compares and analyzes the characteristic indicators of different wechat official account services,and establishes the wechat service market segmentation indicators of university libraries.Taking the University Libraries in Fujian Province that have opened wechat official account service as the research object,we collected the service content and service form of wechat official account of university libraries through platforms such as Qingbo index,sorted out the operation index data of wechat official account of university libraries from May to October 2021,and used descriptive statistical analysis to preliminarily test the correlation between factors,Factor analysis is used to extract the appropriate number of common factors,and then cluster analysis is carried out to determine the final number of subdivided groups through discriminant analysis.Through comparison,this paper analyzes the operation characteristics among the sub groups,and summarizes the differences in the characteristics of the wechat official account service mode of university libraries.Finally,this paper analyzes and summarizes the characteristics of different groups of University Libraries’ wechat operation services,in order to find high-quality wechat service model reference,and puts forward the optimization strategy of University Libraries’ wechat official account service marketing by integrating the environmental factors of higher education and the actual development of university libraries.