A New Exploration to User Relationship Management of Nanjing University Libraries Based on Cultural Marketing
In the new era of intelligent and high-quality development of artificial intelligence,we must face the challenge of the new environment of information service competition,tap the library's own advantages to maintain core competitiveness,and make customer relationship management a key resource.In order to uphold the concept of "user-centered",academic libraries in the new era gain their own understanding and practical measures.Nanjing University Libraries take cultural marketing as the starting point and manage the way of customer relationship management with its own characteristics.The article uses the method of literature collection,data analysis,empirical research and so on.It introduces cultural marketing strategy planning,business process integration,team building etc.Four typical cases implemented by Nanjing University Libraries has been introduced.(1) The first one is a creative inspiration based on user information collections which is the sounds of the library,a series of uncivilized phenomena complained by customers were filmed into short stories.The video has been viewed more than 275,000 times.The uncivilized phenomenon was effectively controlled,and the theme song won the third place in the IFLA International Marketing Award,2024.(2) Three activities based on the long-term and strong connection of user knowledge contribution have attracted the deep participation of customers,who have established a sense of belonging to the library cultural brand,which formed a continuous cultural atmosphere jointly built by the library and customers.(3) The user interactive design of the cultural brand "NJU four small" has received more than 100,000 views on the WeChat.It continues to develop on the road of combining original hand-painting and promoting traditional Chinese culture.(4) The performance evaluation based on user feedback,the evaluation standards and incentive methods established by librarians encourage each other to learn quickly and form a healthy competitive atmosphere.The practice of Nanjing University Libraries has proved the feasibility,superiority and sustainable development characteristics of cultural marketing in customer relationship management.Based on practice,some thoughts are put forward on the customer relationship management of academic libraries in the new era such as establishing cultural marketing mechanism;changing behavior and establishing a long-term strong connection with users;breaking down business barriers and building a closed-loop user feedback process;and breaking departmental barriers to ensure a professional cultural marketing team.
User RelationshipRelationship ManagementRelationship MarketingCultural MarketingNanjing University Libraries
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维普
