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.

The Public Library Reading Guidance Service in the New Media Era

A new media era,network affects all aspects of people’s lives,including the way of reading.Nowadays,more of the people tend to read through the internet.This article starts from the change of the reading instruction service in the new media era,combining the characteristics of web-based reading guidance,here to discuss how to carry out reading instruction in the new media era.

Thoughts on the Digital Reading Service of University Libraries in the“Internet+”Era

Reading is the main route to impart scientific and cultural knowledge.It is not only related to personal growth,but also closely related to the construction of our society and the prosperity of the nation.University libraries must take on this important responsibility and strengthen the promotion of reading.In the"Internet+"era,university libraries need to focus on how to keep up with the development of the times and provide better digital reading services for teachers and students.The author studies and analyzes the main characteristics of digital reading in university libraries,and proposes the service strategy of digital reading for university libraries in the"Internet+"era,hoping to help with the university libraries playing their roles.

Integrating innovative library e-reserves service into teaching and learning at Shanghai Jiao Tong University

Purpose: Fully integrating its e-reserves service into the university's course management system has become the primary design goal of the innovative e-reserves service system at Shanghai Jiao Tong University(SJTU) Library.Design/methodology/approach: Through blending library and information service into the teaching and learning process, SJTU Library has effectively combined its reserves service into the user learning environment. The main metadata model and the design of various interfaces of the e-reserves service system are introduced.Findings: E-reserves has been integrated into the course management system. Users can directly access relevant resources when they browse the customized course page. It is more convenient for teachers to add reserves items, and the added items can be made available simultaneously on SJTU Library's resource discovery platform automatically.Research limitations: At present, e-reserves items are mainly books, and more other types of reserves materials are needed to be provided. Some relevant copyright issues should be addressed.Practical implications: Using a series of interface interactions, the e-reserves service has been integrated into the university's course management system. It is convenient for students to access customized e-reserves service during their learning process.Originality/value: We achieved interconnection between the e-reserves and the university's course management system. Information on the e-reserves Web page is automatically updated.SJTU Library provides customized e-reserves service in the course management system.

An empirical study on continuance intention of mobile reading

Purpose： This study aims to explore factors affecting continuance intention of mobile reading. Design/methodology/approach： Drawing on the unified theory of acceptance and use of technology （UTAUT）, and integrating perceived enjoyment, we put forward a theoretical research model of factors affecting continuance intention of mobile reading. Using 186 valid data collected through a questionnaire survey, we conducted data analysis with the partial least squares structural equation modeling （PLS-SEM）. Findings： The results show that performance expectancy, effort expectancy, social influence and perceived enjoyment all have positive impacts on continuance intention. Among them, perceived enjoyment has the most significant effect on continuance intention, followed by performance expectancy. In addition, effort expectancy significantly influences perceived enjoyment. Contrary to our expectation, facilitating conditions have no impact on continuance intention. Practical implications： This study could help mobile data service providers to foster users＇ continuous usage of mobile reading. Research limitations： This study focused only on the effect of perceived enjoyment as an internal motivation on continuance intention of mobile reading, and other possible factors were not considered. Also, continuance intention may be different from the actual behavior. Furthermore, data of student users was collected from one university in China, and was cross-sectional, while working samples were not considered. Originality value： This study considers the effects of both external and internal motivation on continuance intention of mobile reading. The results highlight the role of perceived enjoyment in building users＇ continuance intention of mobile reading.

On Public Library Service Brands

This paper makes a comprehensive analysis of the building of public library service brands in China since the initiation of the reform and opening up in 1978 and anticipate their future development in five aspects,i.e.,critical interpretation of its established culture and analysis of its characteristics,logic of the time,vivid practice,virtuous approaches,as well as future development.

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.

营造新型阅读环境:图书馆空间再造反思

图书馆空间服务理论包括图书馆作为空间理论、第三空间理论和空间再造理论。空间再造理论推动图书馆新型空间建设,但许多新型空间脱离了图书馆阅读服务的目标,图书馆人需要运用新的阅读环境营造理论与约束空间再造理论。营造新型阅读环境的主要目标包括:营造保障与服务阅读的环境,营造引导与推广阅读的环境,营造促进与激励阅读的环境。

农村公共阅读空间的弱化特征及优化策略——基于中部3省27个行政村的田野调查

农村公共阅读空间构建是推动农村阅读服务转型和乡村文化振兴的重要路径。本文采用田野调查及扎根理论研究方法,从空间视角阐释农村阅读服务问题,凝练出“空间生产—空间参与—空间获得”三维研究框架。研究发现农村公共阅读空间呈弱化特征。在空间生产维度上,物理资源基本齐备,制度和文化生产相对式微;在空间参与维度上,农村居民阅读参与的能力、意愿和实践“三低”,主体能动性不强;在空间获得维度上,低质的功能体验、浅层的价值获得和阅读身份认同不足并存。这些特征由体制性、技术性、社会性和主体性等因素引致,需因应施策。农村公共阅读空间的优化,应以需求为本位调整空间生产逻辑,以效用拓展为目标实现空间功能复合化和布局网络化,以地方特色资源为基础形构内嵌式空间结构,以数字技术变迁为引领构建虚拟阅读空间,以内生需求激发为旨归促进村民文化资本积累。表3。参考文献43。

基于群智图谱的图书馆智慧阅读推广服务模式研究

文章概述了群智图谱的概念和特征,对当前图书馆阅读推广服务研究现状进行了综述,从构建本体、抽取实体关系、建立映射、知识融合、群体验证五个方面设计了基于群智图谱的图书馆智慧阅读推广服务模型,并指出了该模型的具体应用,最后从塑造沉浸式阅读场景、智慧阅读指导服务、个性化阅读方案制定等方面提出了基于群智图谱的图书馆智慧阅读推广服务模式的具体实现途径。

大学生中华优秀传统文化阅读行为调查与分析——以四川省12所高校和科研机构为例

阅读是传承与弘扬中华优秀传统文化的重要方式。深入分析大学生中华优秀传统文化阅读行为,有助于相关机构提供更具针对性和有效性的阅读服务。文章采用问卷调查法,以威尔逊信息行为模型为理论基础,从阅读需求、阅读寻求、阅读处理与利用、阅读障碍和阅读动机等方面对四川省12所高校和科研机构大学生的中华优秀传统文化阅读行为进行调研,提出了将“新教育阅读”理念融入阅读活动、重建校园阅读文化、加大新兴媒介利用力度、内容为王和多元化内容呈现形式等改进建议。

高校图书馆数学阅读推广研究

数学阅读是认识和学习数学的主要方法,也是提高数学素养和养成阅读习惯的重要途径。高校图书馆在学科阅读理念下开展数学阅读推广体现了阅读推广的细分化和精准化,对于创新阅读推广主题、丰富阅读推广资源、拓展阅读推广渠道具有重要意义。问卷调查发现,大学生数学阅读存在阅读质量不高、阅读能力薄弱、阅读指导欠缺和宣传推广乏力等问题。基于调查结果,提出建设分众书目、多元主体联动、嵌入课堂教学和借力实践活动等数学阅读推广策略。

信息时代全民阅读推广效能提升策略

在信息时代,全民阅读推广的效能提升不仅需要各级政府、公共图书馆、学校、媒体多方面的共同参与,也需要社会力量的积极投入。其中,公共图书馆应发挥其专业优势,利用其丰富的馆藏文献资源和专业的信息素养课程,提高大众的信息素养和阅读素养。同时,公共图书馆还应积极利用现代信息技术,创新服务模式,提高阅读服务的效能和影响力。此外,政府应加大对公共图书馆的投入,完善图书馆的硬件设施和提升软件服务水平,为全民阅读推广提供有力保障。

阅读服务数智化转型的路径

新一代信息技术与阅读服务的融合将促进阅读服务体系的各个要素及其整体发生相应变革,升级阅读服务技术系统,带动阅读服务内容与方法、用户阅读行为的改变,导致服务评价、服务管理的相应变革,生成新的数智化阅读服务体系,提高阅读服务能力和服务效果。图书馆应紧紧抓住数字发展战略机遇,制订相应的战略规划与计划,构建、完善数智化阅读服务体系,提升数智化阅读服务能力。

高校图书馆实现“三全育人”服务路径研究

加强新时代“三全育人”是落实高校立德树人根本任务的实践路径,是遵循思想政治工作规律、教书育人规律、学生成长规律的必然要求,同高校思想政治教育治理内在关联。高校图书馆是文献信息的保障中心,是学生的“第二课堂”,但是目前很多高校的服务模式存在很多不足,不能为读者带来优质的服务体验。基于此,本文探讨高校图书馆要实现“三全育人”服务的路径,指出高校图书馆应顺应时代的发展,探索新的“三全育人”的服务模式,构建全新的育人体系,将服务育人工作推向新高度。

城市潮流文化发展背景下图书馆阅读服务创新路径

潮流文化是城市发展必然的文化进程,对于图书馆阅读服务的普及创新发展具有重要意义。文章通过潮流文化特征、图书馆事业发展特点的对比分析阐述潮流文化对图书馆服务的价值,调查分析当前图书馆引入潮流文化开展服务的实践模式及存在的问题,并从理念层面提出图书馆引入潮流文化创新阅读服务的路径,针对潮流文化的弊端提出应对方法。

公共图书馆儿童友好型阅读服务研究——以南京市民生实事项目“建设百家少儿图书室(阅读空间)”为例

近年来,“儿童友好”已从概念变成全社会的共识和集体行动。从“儿童友好”的内涵着手,探讨公共图书馆“儿童友好”阅读服务研究实践现状。以南京市民生实事项目“建设百家少儿图书室(阅读空间)”为例,聚焦“儿童友好”公共服务体系的构建,积极探索南京市在成功创建儿童友好城市中可复制可推广的实施路径,并从儿童视角、儿童参与、儿童需求、儿童共享4个方面分析儿童友好型阅读服务的实施策略,以此打造适儿化的公共文化服务,为城市文化建设提供借鉴和参考。

乡村振兴战略下社会组织建构乡村阅读服务体系的实践探索

探究乡村振兴战略背景下社会组织建构乡村阅读服务体系的实践现状,为社会组织开展乡村阅读服务提供参考。选取2017—2023年14个社会组织已公开的年度报告作为研究样本,结合扎根理论识别并分析乡村振兴战略背景下社会组织建构乡村阅读服务体系的实践机理,并进一步采用必要条件分析(NCA)和模糊集定性比较分析(fsQCA)方法探讨了社会组织建构乡村阅读服务体系的组态路径。结果表明:阅读服务保障体系是提高乡村阅读服务成效的必要条件,但要获得更高成效需要整个体系协调运转;存在生态构建驱动型、资源建设驱动型、师资—保障驱动型3种高服务成效的组态路径;为推进乡村阅读服务体系的高质量发展,社会组织应当提高阅读服务保障能力、重新审视阅读服务资源建设价值、建设多层次的阅读服务师资、推进多元主体的良性协作和联动城乡阅读服务。

基于B站互动短视频的图书馆线上阅读推广服务模式研究

互动短视频已成为图书馆新媒体运营的潮流和趋势。文章在阐述B站互动短视频阅读推广传播价值和基于B站互动短视频的图书馆线上阅读推广基本要素的基础上,从引流、内容和交互三方面构建基于B站互动短视频的图书馆线上阅读推广服务模式,并提出制作技巧+先进技术、团队建设+规范运营、整合传播+品牌形象三大优化路径。

“微阅读”背景下高校图书馆“微视频+”服务创新研究

文章从微视频自身特点、用户需求、图书馆需要等方面分析了高校图书馆开展微视频服务的可行性,并结合图书馆工作实际,阐述了微视频在图书馆服务中的创新应用,最后通过调研国内高校图书馆开展微视频服务现状,指出了目前图书馆开展微视频服务存在的问题,并给出了几点建议。