Establish a long-term mechanism for library reading promotion and form an atmosphere of reading for all. Establish and improve the long-term mechanism of library reading promotion, so that reading promotion becomes the normal state of library work.
abstract:
At any time, with the arrival of the "internet plus" era, the traditional way of reading has been challenged and impacted as never before. Only by formulating a good reading promotion and marketing strategy can the library effectively stimulate the public's reading interest, cultivate reading habits and improve reading level, thus promoting the reading of the whole people and better serving the construction of a learning society.
Key words:
Library; Reading promotion; market strategy
I. Introduction
Vigorously promoting the "reading for all" activity is an important measure to implement the requirements of the 16th National Congress of the Communist Party of China on building a learning society. This is because reading is not only the fundamental way and source for human beings to acquire knowledge and improve their self-ability, but also an important means and way for human beings to inherit civilization and exchange experiences. However, with the rapid development of information technology, digital document carriers emerge one after another, and more and more people tend to read digitally online. However, the modern digital reading mode has obvious characteristics of one-sidedness, randomness, leisure, entertainment and utility, which greatly restricts people's reading efficiency. In the new digital reading environment, how to adopt more effective reading promotion and marketing strategies, stimulate the public's reading interest to the maximum extent, cultivate their reading habits and improve their reading level has become an important problem to be solved urgently.
Second, the status quo and problems of library reading promotion and marketing
1. Library reading promotion is monotonous in form and lacks innovation in content. At present, libraries all over the country carry out various reading promotion activities every year. But generally speaking, the forms are mostly limited to: series lectures, readers' meetings, calligraphy and painting exhibitions, theme reading months, knowledge contests, etc. And the content is similar, lacking innovation. Therefore, although many libraries regularly carry out a number of reading promotion activities, they cannot effectively attract readers and have little effect. In particular, many libraries did not communicate with readers at the beginning of planning reading promotion activities, and did not fully investigate readers' reading interests and actual needs, which easily led to inaccurate positioning of planned activities and few participants, and it was difficult to achieve the expected results.
2. The library's reading promotion channel is single, and the publicity is insufficient. In terms of reading promotion channels, the influence of traditional posters, newspapers, radio and television in libraries has been very limited. With the development of information technology and the vigorous development of electronic data, especially the wide use of various mobile terminals, the status of digital resources can not be ignored. Some libraries have made some attempts to popularize digital resources, but their popularity and strength need to be strengthened. For example, many libraries rarely promote their digital libraries on their homepages, and the columns of electronic resources are not prominent. Few libraries have electronic links to reading promotion columns and e-books
3. Without a long-term mechanism, the library's reading promotion activities are difficult to sustain. Under the current situation, Chinese libraries have not yet formed a good long-term mechanism for reading promotion, which has become a key factor restricting the development of library reading promotion activities. For many libraries, the annual routine reading promotion activities are generally procedural and programmed. There is neither a special subject nor the guidance of relevant reading promotion professionals. Formal reading promotion activities can not only fail to play its due role, but also easily lead to public rejection, thus seriously affecting the effect of the activities.
4, lack of feedback and evaluation mechanism, can not find problems in time. Many libraries will be fine after reading promotion activities, and they have not established a reader feedback and evaluation mechanism, so they can't sum up experience and find problems in time. In the long run, reading promotion activities will become a mere formality, but the number will simply increase, and the content will lack innovation, making it difficult to attract readers.
Third, the countermeasures and suggestions of library reading promotion and marketing
1) Create diversified reading promotion activities to stimulate public interest in reading. The library's reading promotion work should rely on cultural activities, aim at reading promotion, and pay attention to the diversification of form and content. At the same time, we can collect the reading needs of different readers through online questionnaires and formulate targeted theme reading marketing activities. We can set up reading festivals, reading months, readers' meetings, reading salons, prize-winning essays, reading knowledge contests, parent-child reading and other diversified ways to meet the reading needs of different groups of people of different ages. At the same time, pay attention to adding interactive links in activities to stimulate readers' enthusiasm for participation and improve their reading interest. In addition, reading promotion activities can be carried out through new media technologies such as video lectures, webcasts, and WeChat interactive platforms to stimulate the public's reading interest to the maximum extent.
2) Expand reading promotion channels and cultivate reading habits of the public. The publicity of reading promotion activities is very important, which directly affects the enthusiasm and degree of public participation and is the primary factor to determine the influence of activities. Libraries should expand the channels of reading promotion and do a good job in the publicity of reading promotion activities. The first thing to do is pre-publicity. Under the background of modern information technology, libraries should not only make exquisite posters and banners for publicity, but also make extensive use of official accounts of official website, Weibo, WeChat and mobile apps. Announce reading promotion activities. For example, Tsinghua University, Zhejiang University of Technology, Peking University and many other university libraries have opened Weibo and WeChat, thus forming an information platform with Weibo and WeChat as the main body [1].
3) Establish a long-term mechanism for library reading promotion, and form an atmosphere of reading for all. Establish and improve the long-term mechanism of library reading promotion, so that reading promotion becomes the normal state of library work. First of all, a reading promotion organization should be established in the library, and the organization should be equipped with staff who are responsible for planning and guiding the daily affairs of reading promotion, mainly responsible for organizing and coordinating the reading promotion work of the library, rationally coordinating the allocation of resources among departments, and ensuring the orderly development of various reading promotion activities. In addition, it is necessary to set up an information department in the organization to collect and analyze the public's reading preferences, reading habits and feedback information, so as to make a promotion plan to meet the needs of different readers. By establishing a long-term mechanism for library reading promotion, different reading promotion activities are formulated and carried out every week, forming a positive atmosphere for all people to read.
4) Create a feedback mechanism and evaluation system for reading promotion, and sum up experience in time. It is very important to establish the feedback mechanism and evaluation mechanism of library reading promotion activities. The library should establish a perfect feedback mechanism and evaluation mechanism for reading promotion activities, improve the content and form of reading promotion according to the data such as the number of participants and the opinions and suggestions of participating readers, and always improve reading promotion with readers as the center [2]. For example, building a reader communication wall in the library allows readers to write down their opinions on activities, and at the same time, they can learn more about readers' satisfaction and suggestions on activities through WeChat platform.
Four. conclusion
Under the background of developing reading for all and building a learning society, all kinds of libraries are actively developing and innovating reading [3]. It is a long-term process to promote reading activities and cultivate the reading habits of the whole people. Therefore, library reading promotion is persistent and keeps pace with the times. Libraries should fully understand the needs of readers and create diversified reading promotion activities; At the same time, make full use of innovative reading promotion modes such as the Internet and new media to expand reading promotion channels; In addition, it is necessary to establish a feedback mechanism and evaluation system for reading promotion activities, effectively overcome the disadvantages of modern digital reading methods, such as one-sidedness, randomness, leisure, entertainment and utilitarianism, foster strengths and circumvent weaknesses, continuously improve the reading promotion mode, stimulate public interest in reading, and create a good atmosphere for all people to read in the whole society.
References:
[1] Han Yihua, Min Reading Club. Exploration of reading promotion in the all-media era [J]. Journal of Library.2014 (4): 68-73.
[2] Chun Jiao, Jiang Xiao, Jiang Tingting and so on. A Study on Introducing CBBE Model into Library Reading Promotion Evaluation [J]. Library Forum.2015, (1): 48-53.
[3] Xie Rong, Liu Wei and Zhao Shanshan. On the Construction of Library Reading Promotion Theory [J]. journal of library science in china.2015, (4 1): 87-97.
;