Exploring the Practice of Library User Relationship Management Under the Theory of Two-Step Flow of Communication
Under the guidance of the user-centered service concept,user relationship management has become an important component in promoting the modernization of library governance.The Theory of Two-Step Flow of Communication emphasizes the important role played by Opinion Leaders in the process of mass communication,bringing new perspective to the management of library-user relations in the new era.However,existing research lacks in-depth analysis of the methods for managing the relationship between libraries and Opinion Leaders in information dissemination.This article aims to construct a user relationship management framework based on the Theory of Two-Step Flow of Communication and Customer Relationship Management to build an information dissemination model among the library,Opinion Leaders and the users.The framework is divided into the inner layer and the outer layer.The inner layer focuses on building a library service information dissemination model based on the Theory of Two-Step Flow of Communication,defining the roles of the libraries,Opinion Leaders and the users in information dissemination process,The outer layer focuses on user relationship management,analyzing the relationship between the library,Opinion Leaders and the users.To verify the feasibility of the framework,this article took the Nankai University Library as an example to demonstrate the practice of the library-user relationship management framework driven by Theory of Two-Step Flow of Communication from two perspectives:reading promotion and user relationship management.By demonstrating the feasibility of the Theory of Two-Step Flow of Communication in user relationship management framework,it provided reference for user relationship management for other libraries.It also proposed a reflection on user relationship management in academic libraries,including optimizing the roles of libraries and users in information dissemination,providing guarantee for user services,strengthening user relationship management,implementing the user-centered concept,consolidating long-term mechanisms and building a sustainable development model.There are still certain shortcomings in the acquisition and empirical testing of user data in this article,especially the lack of analysis from the users'perspective including users'willingness and convenience to obtain resources and services.It calls for further research and discussion based on larger sample user behavior data to optimize the theoretical framework proposed in this article.
Theory of Two-Step Flow of CommunicationLibraryReading PromotionUser Rela-tionship Management
万方数据
维普
