Marketing Strategies for Reading Promotion Activities in Academic Libraries:A Case Study of the University of Shanghai for Science and Technology

In the contemporary digital age,traditional reading habits have been compromised by digital media,a situation that has forced academic libraries to adopt proactive marketing approaches to promote reading among students and faculty.This article investigates the implementation of marketing strategies in promoting reading activities within academic libraries,taking the University of Shanghai for Science and Technology as a case study.The paper explores various marketing strategies employed by academic libraries,including market segmentation,utilization of new media platforms,and the creation of personalized content for readers.Drawing from an extensive literature review and real-world examples,the study establishes a framework for marketing reading promotion activities tailored to academic libraries.These findings underscore how effective marketing strategies can enhance user participation,expand library influence,and optimize resource utilization.

In search of service innovations by public libraries in Chinese urban centers:A case study of Dongguan Library

This article introduces several of the more significant service delivery innovations and their resulting accomplishments instigated by Dongguan Library(thereafter abbreviated as DGL) in recent years. The textual exposition of this paper is based on a case study of DGL by this author about its user-centered vision, mission, immediate objectives and the exhibited service performance within a contextual environment of collegial support from its professional peers. After a five-year period of intensive efforts on such focused professional development and practice, DGL has completed its information service mapping and information delivery for the entire municipality of Dongguan on a 7-day and twentyfour-hour(7/24) basis. This singular feast of accomplishment seems to suggest the moral that any significant development of scale of a municipal library has to be in keeping pace closely with the progress of the society at large in general and with the changing information demands of its local clientele in particular.

Information service of special libraries in China:Current status and prospect

The article firstly summarizes the structure and development of special libraries in China.Then,the best practices of the documentation,information and consulting services of the Chinese special libraries in the digital and networking environment are provided.It finally explores the approaches for the special libraries to offer new professional services in order to meet the needs for knowledge-based services.

Adapted Services by University Libraries from the Lockdown to the Post-Pandemic Period:The Case of USST

As public assembly occupancies,academic libraries in China have been implementing effective strategies in response to the challenges brought by the COVID-19 pandemic since January 2020,in order to meet the teaching,learning,and researching needs of the faculties and students due to the closure of libraries.The library at the University of Shanghai for Science and Technology(USST)is one of the typical cases with significantly increased user access during the pandemic.In this article,a reflection is made on the emergency measures and endeavours by the library in USST to adapt various services,including digital resources guarantee while working remotely,moving from an offline reference service to online ones,extending circulation from an in-door service to an out-door service,the use of social media,and so on,in order to discuss the emerging problems and to analyze the lessons learned.On this basis,this article proposes suggestions for university libraries to realign their development directions and measures to digital collections and online services as well as to improve the vocational skills of librarians in the post-epidemic period,so as to provide more professional,active,and considerate services in the future.

A discourse on creating and rendering educational and cultural enrichment services to rural migrant workers by public libraries

As far as China's enormous success in her economic reforms and development is concerned,Chinese rural migrant workers indeed have had their biggest share of contributions.Yet ironically in return,they have only received a disproportionate meager share of benefit rewards.These people represent a huge economically deprived group at the bottom of the social totem pole in China's metropolises.On the whole as a social group,their educational attainment is relatively low as compared to their average urban coworkers.As such being the case,their rights to access some of the cost-free cultural and educational enrichment programs in the society are limited and not always assured.Nevertheless and in general speaking,they manifest a strong and consistent desire to acquire all sorts of new and practical knowledge by means of accessing the resources and facilities of their local public libraries.It is suggested in this paper that public libraries are in a good position to give strong support to the central government's strategic planning for the development of a public culture service systema).In implementing such a government initiative with an unswerving purpose of advancing social justice and equality,public libraries should strife to provide as many as possible their library services at no cost to the public,especially to those socially deprived rural migrant workers.

A multidimensional and hierarchical model of library mobile service quality

Purpose:Based on the understanding of the characteristics of mobile services(m-services)provided by libraries,we attempt to develop a multidimensional and hierarchical model and a specifically designed measurement scale for the assessment of libraries' m-service quality.Design/methodology/approach:The research has been conducted sequentially in two stages.At the first stage,a multidimensional and hierarchical model of library m-service quality and a measurement scale are developed through literature review and focus group interviews.At the second stage the model is tested using partial disaggregation technique for an analysis of the data collected from over 400 library users in 3 Chinese universities.Findings:The proposed model is shown to fit the data well.The empirical analysis provides strong support for the model,which includes 4 dimensions(service environment,service interaction,information control and service effect) and 12 corresponding sub-dimensions.Research limitations:The sample size needs to be enlarged and the user types need to be expanded to make the sample more representative.Practical implications:The study provides a conceptual framework and measurement tool that can help library managers understand the users' needs in the context of mobile network environment,and boost their libraries' competitiveness by carrying out better services to meet the user demands.Originality/value:The proposed model and measurement scale specifically designed for the assessment of libraries' m-service quality fully reflect the hierarchical structure of libraries' m-service quality.In addition,by using partial disaggregation technique for model testing,we believe our research can serve as a practical reference to those engaged in the development and examination of a multidimensional and hierarchical model.

A study of subject-focused liaison services to its academic constituents under an IC^2 conceptualized program at Shanghai Jiao Tong University Library

This paper stipulates that the subject-based library liaison service to a university's teaching and research programs with certain embedded distinctive features should become the mainstream modus operandi of its library service. It takes the innovative service program based on an IC2 conceptualized program at Shanghai Jiao Tong University Library(thereafter abbreviated as SJTUL) as a concrete example to elucidate the merit of such an endeavor. Specifically, this paper discusses the particular development background, overall objectives and service contents of the IC2 motivated program at SJTUL. By presenting a detailed account of some of the key measures, major achievements and also possible future directions of library service development under the guiding principles of SJTUL's IC2 program, these authors hope that its innovative library practice may serve as a reference for other academic librarians to gain some inspirations for their own parallel service innovations or refinement focused on subject-oriented library liaison service to their constituents and parent institution's curricula and research projects.

A New Start for the Library and Information Services at CAS

The new modern library of Chinese Academy of Sciences (CAS), situated in the central area of Science Town in Zhongguancun, Beijing, has just been put into operation. As the largest specialized library in China, the library has become one of paradises for China' s avid readers,offering a central repository and global gateway for the collection and dissemination of scientific and technical information.……

A questionnaire survey on reading and public library utilization of the disabled in Beijing

To investigate the reading activities and library use of the disabled, the authors conducted a questionnaire-based survey among 306 disabled people in four districts of Beijing. The result shows that the disabled mainly take reading as a way of self-education and leisure. They have interest in reading but spend little time on it. Moreover, their age and education level have certain influence on their reading time and effect. Libraries play an important role in the reading activities of the disabled, who have a very strong interes in using libraries, but are limited by such factors as long distance between their home and the libraries, their misperception of libraries, and lack of barrier-free facilities in the libraries. Therefore, public libraries are highly recommended to improve their layout resources, and facilities to provide better services for the disabled.

Current status and future development of Chinese Government Public Information Online

Since its launch last year, the Chinese Government Public Information Online(CGPIO) platform's basic construction has developed rapidly. This paper describes the technology and service status of the platform, analyzes its problems, and details the future development of the alliance platform in the future.