Research and Analysis on Marketing Strategies for University Library WeChat Public Platform Based on 4I Theory

Abstract

WeChat has become an increasingly important platform for resources, space and services of University Library and an effective communication platform with readers. Better operation and marketing of this platform is worthy of in-depth study. Based on the “Interesting, Interests, Interaction, Individuality†(4I) marketing theory under the background of Internet, this paper analyzes and studies the content marketing strategy of WeChat public platform of University Library from multiple aspects, such as data analysis, case study, user study and “Strength, Weakness, Opportunity, Threat†(SWOT) analysis. Finally, the practical marketing strategy for the WeChat public platform of university library, especially for the freshmen public platform, are obtained.