Wechat Service of University Library under the Mode of O2O Reading Promotion

This paper systematically sorts out the current situation of WeChat service in the field of university library in order to promote the orderly and indepth development of WeChat service in university library. By investigating and analyzing the Wechat service of 42 university libraries which have won the “National Reading Demonstration Base” in China, the author points out the problems in the use of Wechat service in reading promotion of University Libraries in China, such as the lack of standardization in the setting of public number, the weak interaction between WeChat public number platform readers and backstage staff, and the insufficient development of the reading promotion column on WeChat public number platform. This paper points out the development direction of university library reading promotion using WeChat public number platform. In order to provide meaningful reference for other university libraries to improve the quality of reading promotion.

L. N. Li DOI: 10.4236/ajc.2020.82004 50 Advances in Journalism and Communication cial network platform, and the number of active users keeps increasing. The powerful functions of WeChat can meet students' personalized reading needs anytime and anywhere. Adopting diversified reading promotion activities is not only an innovation of traditional reading promotion, but also can improve the effect and quality of promotion services (Li, 2018). The combination of university library and WeChat public platform can bring personalized service function, real-time interactive experience and economic operation cost, and provide continuous support and guarantee for the reform of reading promotion (Zhou, 2019). The We-Chat service of the library is to carry out the reader service work through the WeChat public account platform (Ren & Li, 2019 O2O is called Online to Offline, that is, Online to Offline or from online to offline, and it is a business model originated from the United States. In 2013, O2O realized the integration and improvement of mobile devices. As a generally accepted marketing model, it was quickly cited by other industries (Di et al., 2017).
In 2014 Based on the investigation and analysis of WeChat services of 42 university libraries which have won the title of "national reading demonstration base", this paper summarizes the current situation and existing problems of WeChat services in university libraries when they carry out reading promotion work, and puts forward corresponding solutions, so as to improve the quality of WeChat services.

Research Objects
This study focuses on the methods and effects of university library WeChat public platform as a way of reading promotion service. This study selects 42 university libraries that have won the "national reading demonstration base". Based on the WeChat public platform, this paper investigates the service of university library's WeChat public platform, finds out the existing problems, and proposes valuable Suggestions to promote the better development of university library's online reading promotion.

Data Collection
In order to obtain relevant data, the following survey methods were adopted: and record the mobile service content and the layout of the column of the official account. When it is not possible to obtain information directly from the column layout, it will further obtain data by WeChat public number message and search historical news and other auxiliary ways.  (14), thanks to (7), welcome phrases with keyword function introduction (9), welcome phrases with book retrieval introduce

b) Automatic reply to messages
In the 39 researched WeChat public account platforms, The author left the message "Dear editor, I am a library staff from Heilongjiang Bayi Agricultural  (7), courtesy reply (5), thanks phrases (1), thanking phrases with keyword function introduction (2), thanking phrases and polite reply (1), the announcement on recent important things (1), welcome phrases with a library card information introduction (1), a book to introduce (1). In addition to polite reply, the library of Sichuan University automatically identifies the name of the individual WeChat. In addition to introducing the functions of key words, the reply from Renmin University of China library also includes the application of geographical location sharing.

7) Customized menu
The customized

1) Standardization lack of WeChat public account name Settings
At present, the naming methods of opened WeChat public account are mainly three kinds, "school name + library", "school abbreviation + library" (Wang, 2017) and personalized naming. "School name + library" is a relatively standard naming method, which is convenient for readers to search the public account.
"school abbreviation + library" is aimed at users who are familiar with the school, and the degree of aspects is as the first, but for those users who are relatively un- 2) The interaction between readers and backstage staff of WeChat public account platform is weak As for the message questions related to 2.6 (2), only 5 WeChat public accounts

Improve the Platform Marketing Efforts
The library's WeChat public account platform can be combined with the reading promotion activities to attract readers to pay attention to the library's WeChat

Improve the Construction Level of the Platform
The library should cultivate a high-quality, characteristic and efficient WeChat platform operation team, and establish and improve the supervision and management system to ensure the efficiency and security of information release (Fei, 2018). At the same time, the operation team of WeChat platform should strengthen their own business learning and training on the use of cutting-edge technologies, so as to improve the production level of graphic messages. Some funds can also be invested in the daily maintenance of the platform and the motivation and commendation of team members.

Enrich the Activities Content on the Platform
WeChat public account platform takes text, picture, sound, video and other media as the way for information transmission, providing basic conditions for online reading promotion activities. The WeChat public account platform is applied to reading promotion activities, such as diversified forms of guided reading, reading method guidance, reading promotion activities, etc. (Lou, 2014), so as to cultivate readers' interest in reading and subtly guide and educate readers.
In addition, the public platform is also an effective way for readers to participate in the interaction, consultation and feedback of reading promotion activities.
Therefore, the content of activities on WeChat platform should be enriched to facilitate the transmission of information and enhance the affinity of reading promotion.

Establish a People-Oriented Concept
At present, college students are all born in the 90s and 00s, and they all have a strong sense of rights safeguarding and individuality (Yang et al., 2015), which brings new challenges to the work of college reading promotion. All the reading promoters are thinking about how to make the work of reading expansion enter the hearts of readers. The information push and colorful online activities on WeChat public account platform not only help the university library's reading promotion activities to form a relaxed, sunny and upward image of being close to the people, but also are easy to be accepted by readers and interact and participate from the heart. Reading promotion workers can use the WeChat public account platform to launch solicitation and research activities among readers, which can not only arouse readers' sense of ownership, but also fully reflect the openness of university library construction and development and the democratic nature of reading promotion. Doing readers' own reading activities and carrying out reading activities that readers like will be the development trend of university library reading promotion.

Build the Brand Image of the School
The school-running characteristics and brand image of colleges and universities directly affect the source of students and teaching quality of colleges and univer- sities. There is a positive correlation between the reading atmosphere of students and the quality of education in colleges and universities. Through the information release on the library WeChat account platform and the development of reading promotion activities, it can intuitively reflect the basic situation of a school and the status of students. The WeChat public account platform is not only a channel for internal information transmission and a position for effective communication, but also a window for external publicity. Through the brand shaping of WeChat public account platform, it will be developed into a veritable mobile university library.

Conclusion
With the rapid development of information technology and the innovation of Web2.0 technology in the field of library, the university library WeChat public platform service, as a favorite of new media, can better promote the dissemination of knowledge, and its entry into the university library is also the trend of the contemporary education service system. The extensive use of new media technology has brought opportunities and challenges to the promotion of university reading, and has also made it an environment and carrier that university libraries increasingly cannot ignore. As one of the new media with the highest amount of readers' use and attention, the development, construction and application of WeChat public account platform is of great practical significance for establishing and spreading the brand image of colleges and universities, expanding the way of reading literacy education and creating a good reading atmosphere. Only by participating in readers' daily knowledge exchange and integrating into readers' life and study can the library truly improve readers' sense of identity to the library, enhance the influence of the library in the school, and win the support for further development (Le, 2018). In the future, by constantly analyzing the development trend of user information behavior and combining with the continuous development of multimedia technology, further optimizing the technology, function and service design of WeChat platform, a more scientific and reasonable decision will be made for the construction research of university library WeChat public platform based on user information behavior (Xu, 2019).