Ying Kit Cherry Kwan, Mei Wa Chan, Dickson K. W. Chiu
{"title":"Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix","authors":"Ying Kit Cherry Kwan, Mei Wa Chan, Dickson K. W. Chiu","doi":"10.1108/lht-03-2023-0129","DOIUrl":null,"url":null,"abstract":"PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.","PeriodicalId":47196,"journal":{"name":"Library Hi Tech","volume":null,"pages":null},"PeriodicalIF":3.4000,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Library Hi Tech","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/lht-03-2023-0129","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 2
Abstract
PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.
期刊介绍:
■Integrated library systems ■Networking ■Strategic planning ■Policy implementation across entire institutions ■Security ■Automation systems ■The role of consortia ■Resource access initiatives ■Architecture and technology ■Electronic publishing ■Library technology in specific countries ■User perspectives on technology ■How technology can help disabled library users ■Library-related web sites