[Purpose/significance] The maturity of big data and data mining processing technology, and the development and application of new media give the university library more modes and ways for the data reveal, popularity, marketing. Annual data bill is increasingly used and promoted by university libraries, while its content, mode and marketing effectiveness are quite different. This paper investigated and researched current status of library data bill marketing.[Method/process] Through the Internet research, the 21 college libraries were selected to be investigated in accordance with the structural and content richness of the 2017 data bill. At the same time, this paper traced back 2016 annual data bill of each library. This paper discussed the current situation and development of the current annual data bill and gave some suggestions.[Result/conclusion] Currently, there is no uniform and long-term marketing model for college library data bill marketing, and there are some problems such as poor time continuity, the lack of content value, cultural inheritance and extension function lack of effect. this paper gave the suggestions as improving the value of data marketing content and the sustainability of marketing activities, building a marketing brand and the library service optimization strategy based on user portrait and so on.
Chang Yingcong
,
Lu Cheng
. Research on the Content and Status Quo of Data Marketing of University Library in Big Data Environment: A Case Study of Library Annual Data Bill[J]. Library and Information Service, 2018
, 62(19)
: 46
-52
.
DOI: 10.13266/j.issn.0252-3116.2018.19.006
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