Research on the Development Trend and Content Strategy of China Libraries' Marketing under the Background of New Media Marketing

In recent years, the Chinese library community has repeatedly won the IFLA PressReader International Marketing Award, and library marketing has gradually become a widely discussed topic in the profession. At the same time, as information media and public information behaviors continue to evolve, shifting public information focus often pushes libraries to the periphery of people's information lives. Promoting library resources and services thus becomes a vital component of library practice. Against such a background, the Chinese library community has developed a keen interest in issues surrounding library marketing in recent years. This study examines the theoretical framework of library marketing, exploring the rationale behind its inclination toward "marketing" or "communication." Through discourse analysis of existing research trends in China, the author employs CiteSpace's visualization tools to analyze keyword co-occurrence and temporal co-occurrence patterns, revealing three distinct developmental dimensions: theoretically, the integration of communication theories with early marketing frameworks; mediatically, the transition from traditional to new media platforms; and content-wise, the expansion of marketing themes from library services into socio-cultural domains. Supported by communication theories, library content marketing strategies in the new media era should align with both macro socio-cultural themes and the fundamental goal of library self-promotion. Drawing on the intersubjectivity of cultural communication and Charles Sanders Peirce's semiotic theory, this research proposes principles for selecting marketing content and development strategies for library-related content.