Creating Library Marketing Campaign on New Media: Practice of National Science Library, Chinese Academy of Sciences

Abstract

With the development of digital techniques and the changes of users' behaviors, the tendency of library marketing is changing from conventional ways to digital ways. This paper will introduce a practice of National Science Library, Chinese Academy of Sciences on library marketing campaign on new media. Depending on the platform of the WeChat subscription, we create an official account named “Zhongke Zhihui” (ZKZH) which means convergence of knowledge in Chinese and take a series of actions. Firstly, we clear our fixed position and target customers, and make specific objectives. Secondly, we describe how we use 4Ps marketing mix as theoretical foundation and implement the marketing campaign from three perspectives-a virtual portal of library, special columns, and sharing information of library events. Thirdly, we monitor process and evaluate its effects to ensure that our campaign achieves objectives and satisfies customers' needs well. In addition, we have further thoughts that making good use of new media brings us positive impacts on library marketing and it will continue playing an important role on library business.