Author(s)

Yue Yang ¹

Affiliation(s)

¹ School of Public Policy and Management, Nanchang University, Nanchang, Jiangxi, China

Corresponding Author

Yue Yang

ABSTRACT

With the continuous promotion of “national reading campaign”, urban study rooms are building reading platforms for citizens in a new form of public cultural services and playing an active role in meeting the growing spiritual and cultural needs of people. This study selects Nanchang city as the research area, takes the representative "Ruzi Study" in the process of urban reading space construction as the research object, and uses field observation, questionnaire survey, in-depth interview and other research methods. By analyzing the promotion of "Ruzi Study" at this stage, this study found that the construction of its online and offline promotion mode is still in its initial stage, which leads to the low visibility of the "Ruzi Study". Based on this, this study uses the 7Ps marketing theory as a perspective to explore the publicity and promotion strategies of the "Ruzi Study". The study aims to promote the optimization of the publicity mode of urban study rooms, enhance the visibility of urban study rooms, and accelerate the promotion of national reading campaign.

KEYWORDS

7Ps marketing theory; urban study; publicity dilemma; public service

CITE THIS PAPER

Yue Yang, The Dilemma and Countermeasures of Urban Study Promotion from the Perspective of 7Ps Marketing Theory—Taking the Nanchang "Ruzi Study" as an Example. Journal of Sociology and Ethnology (2023) Vol. 5: 15-20. DOI: http://dx.doi.org/10.23977/jsoce.2023.050504.

REFERENCES

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[4] Xiong Jian. (2021).Public Library Marketing Strategy Based on 7Ps Theory: Taking Taiyuan Library as an Example. Public Communication of Science & Technology (24), 17-21. doi:10.16607 j.cnki. 1674-6708.2021.24.009.
[5] Chen Feiyin. (2021).Research on service marketing strategy of new media service in public libraries based on 7Ps Theory: a case study of Shanghai Library. Jiangsu Science and Technology Information (04), 17-19.

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