Micro-blog Marketing of University Library Based on 4C Marketing Mix
Micro-blog has become a popular marketing tool for many institutions including university library to promote their products and services. This paper analyzes micro-blog marketing of university library in the 4C perspective and proposes several micro-blog
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Micro-blog Marketing of University Library Based on 4C Marketing Mix Feng Qing, Shang Wei and Chen Huilan
Abstract Micro-blog has become a popular marketing tool for many institutions including university library to promote their products and services. This paper analyzes micro-blog marketing of university library in the 4C perspective and proposes several micro-blog marketing strategies for university library. Keywords Micro-blog marketing
University library 4C marketing mix
20.1 Introduction With the environment change brought by the age of technology, organizations have built their relationships with customers through information systems. Recently, micro-blog service providers such as Twitter are hot topics for news and have accumulated a large amount of users. Micro-blog enables users to share news and make friends by mobile phones, email and other client servers. It combines key features of blogging, the practicality of instant messaging and the mobility of Short Message Service texting, and displays particular strengths as a new weapon for customer marketing. The primary aim of this paper is to provide limited insight into micro-blog marketing of university library. After the literature review, the exploration of micro-blog marketing of university library is analyzed following the 4C marketing mix. Based on the analysis, it proposes several strategies of microblog marketing for university library.
F. Qing (&) S. Wei C. Huilan Donghua University Library, No.2999 North Renmin Road, Shanghai, Songjiang District, China e-mail: [email protected]
S. Li et al. (eds.), Frontier and Future Development of Information Technology in Medicine and Education, Lecture Notes in Electrical Engineering 269, DOI: 10.1007/978-94-007-7618-0_20, Springer Science+Business Media Dordrecht 2014
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20.2 Literature Review 20.2.1 4C Marketing Mix The marketer E. Jerome McCarthy stated that ‘‘developing a marketing mix must be an integral part of selecting a target market’’ and all elements must be set at the same time to coordinate with the marketing strategy to make the strategy successful. ‘‘The four major ingredients of marketing mix are the four P’s, i.e. product, price, place and promotion’’ [1]. With market competition shifting from product-oriented into customer-oriented, some defects of 4P emerge. Under this condition, Robert F. Lauterborn proposed the 4C marketing mix model [2] in 1993 as a more consumer-oriented model than 4P that attempts to better fit the movement from mass marketing to niche marketing. Consumer wants and needs, cost to satisfy, convenience to buy and communication are the catechism for our times [3]. This model considers a marketing problem from the consumer perspective [4]. The 4C marketing mix model is the combination of four elements: customer, cost, convenience, and communication. All four Cs are important elements of the marketing mix, and each of them is significant and equal. Institutions modify each element in the marketing mix to establish an overall brand i
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