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.

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.

Transition:Adolescents' hybrid reading in the omnimedia era

The omnimedia era has witnessed media convergence that integrates various scenarios.With the overlapping of time and space,reading carrier,reading channels and reading circumstances have all been extended sufficiently in the hybrid dimension.Hybrid reading is a social behavior in which the individual obtains complex values including knowledge,aesthetics,moral concepts,etc.from written language and other written symbols through selection,reading,and evaluation and sharing in the context of the omnimedia era.The fundamental features of hybrid reading are media mix,behavioral compounding and value compounding.This study conducts questionnaire survey among 3,953 young adults aged from 11 to 25 years old,focusing on the reading behaviors in the three phases of prereading,reading,and post-reading.Statistical analysis finds that hybrid reading has become the mainstream reading behavior of young adults,indicating the shift from traditional reading to hybrid reading.By means of cluster analysis,young adults are divided into four groups according to different levels of hybrid reading:traditional readers,passive hybrid readers,standard hybrid readers and highengaged hybrid readers,who share different reading patterns.Correlation analysis on young adults population and reading attitudes indicates that,young adults who adopt the hybrid model considerably has a more positive attitude in reading compared with those who prefer the traditional reading model.This study suggests that reading researchers and practitioners should face the new deep reading method of hybrid reading to build a fusion reading environment based on composite dimensions for readers.

Is a ‘National Reading Day’ Necessary to Promote The Love of Reading?

Books are the ladder of humanprogress, but the Chineseseem to have for gotten thi spearl of wisdom from theirown past. In the last six

Association of HLA-DQB1 coding region with unexplained recurrent spontaneous abortion

Background DNA analysis has shown a lack of significant compatibility between couples affected by unexplained recurrent spontaneous abortion (URSA) compared with normal fertile couples, 8 although one study that made use of a PCR-sequence-specific oligonucleotide (SSO) method did observe evidence of significant compatibility in the HLA-DQA1 and DQB1 alleles between patients and aborted fetuses. 9 This study was designed to investigate whether URSA were associated with particular DQ alleles or promoter alleles.Methods Thirty-two patients with URSA and 54 women who had had at least one successful pregnancy were included in this study. HLA-DQ genotyping was performed by the polymerase chain reaction-restriction fragment length polymorphism (PCR-RFLP) method. The HLA-DQB1 promoter was detected by the SSO and sequence-specific primer (SSP) methods. The DQA1, DQB1, and DQB1 promoter (QBP) gene frequencies in the patients were compared with the gene frequencies in normal controls. The data were analyzed statistically with the χ 2 and Fisher’s exact tests.Results The results showed that the frequency of DQB1 *0604/0605 was significantly higher and the frequency of DQB1 *0501/0502 was significantly lower in the patient group as compared with the normal controls. In addition, the frequencies of the DQA1 *01-DQB1 *0604/0605 and QBP6.2-DQB1 *0604/0605 haplotypes were overrepresented in the patients relative to the controls. Our results did not show any differences between URSA patients and the controls with regard to DQA1 and QBP allele frequencies. Conclusions Our data suggest that URSA is associated with the HLA-DQB1 coding region, and is not associated with its upstream regulatory region. The DQB1 *0604/0605, DQA1 *01-DQB1 *0604/0605, and QBP6.2-DQB1 *0604/0605 haplotypes may confer susceptibility to URSA, while the DQB1 *0501/0502 allele may protect women from URSA.