Strategy to Promote Professional Reading in University Libraries

Reading promotion in university libraries needs to consider the differences in reading behavior of different readers and adopt suitable reading promotion strategies. Here, we first review the current situation of professional reading promotion and distinguish the demand characteristics of d ifferent types of readers. Then we conduct personal interviews with graduate students in Nanjing University of Aeronautics and Astronautics, and results demonstrate that the demands of graduate students for information on professional reading promotion and reading professional books and literatures become their indispensable demands in read ing. Therefore, the v isible display strategy to professional reading promotion is suggested for university libraries. Finally, taking a n example of the read ing promotion for zero-borrowing professional books, it is proved that the proposed strategy can increase the proportion of borrowed books and promote professional reading. In summary, we use tangible display strategy as theoretical basis and testify the proposed strategy for professional reading promotion: 1) a special cabinet displaying relevant professional books, 2) resources and charts, 3) p lacing bookshelves of stereoscopic models, and 4) designing and distributing a reading brochure.


Introduction
The main purpose of the reading promotion in colleges and universities is to promote professional reading in university libraries.Through the investigation of the reading promotion in university libraries at home and abroad, Yang, Chen, & Xie (2015) pointed out that the reading p ro motion and the popularizat ion of the professional reading in lib raries is necessary to promote the core values of a library.Zhang (2017) suggested that the information literacy course of current college students main ly adopted the traditional teacher-centered model; the teaching content was disjointed with the actual needs of the students, there was only one teaching method, and the school support was insufficient.A library is the repository of the information and knowledge of co lleges and universities; and the most appropriate place to pro mote professional reading, which benefits the university in the long run.The promotion of p rofessional reading is of great significance to colleges and universities for the following reasons: (1) the readers in universities have different learn ing goals and scientific research tasks.(2) the university readers, especially the students, have varyin g periods of unfamiliarity with the use of the university lib rary.The university library can help readers to become familiar with its use as soon as possible.By analyzing the needs of different readers, this paper proposes the application of visible d isp lay strategy for professional reading promotion to promote professional reading promotion research.

Concept of Professional Reading Promotion
Professional reading promotion refers to the reading promotion by librarians in order to promote professional reading among teachers and students.It is obviously different fro m the popularization of public reading.Embedded subject services are co mbined with it (Liu, 2016).Liu (2011) believed that university lib raries should integrate the promotion of professional reading with general read ing promotion, and gradually expanded and improved the students' professional read ing scope and ability.Liu (2014) believed that the reading pro motion of college libraries mostly stayed at the shallow level of reading, and the professional learning ability of students and scientific research needs of teachers urged libraries to carry out a more appropriate professional reading promotion.Zhang (2017) pointed out that university libraries could actively cooperate with the depart ment level teaching units to optimize subject reading through the comb ination of pro fessional reading and professional education.

Promoting Professional Reading
Yang Li et al. (2015), taking the library of Shanghai Jiao Tong University as an examp le, constructed a professional reading pro motion model with triple -element interaction.It suggested that the development of professional read ing pro motion should follow the advanced service concept, activate service, establish cooperation mechanism, and carry out positive propaganda and market ing.The methods of professional reading promotion in university libraries had been investigated and it is suggested that the profe ssional classics bibliography used for pro motion can be created by integrating the recommendations of domestic and international experts, professors in campus, and mentors / student pairs.Professional books should be put together in an orderly manner.The guided read ing of the p rofessional classics can be carried out by regularly inviting professional teachers in school to make up for the lack of pro fessional knowledge of librarians.In addition, the dissemination of professional classics can be aided by n ew media and active interaction with readers.By invit ing the readers in the school, the professional teachers, and so forth, professional reading was conducted via discussions and lectures.Moreover, it was suggested that the promotion of professional read ing should be in accordance with the disciplines taught at universities and the ideas of self-development, and the school should create a good professional reading environ ment for the students.In recent years, little research has been reported on professional reading pro motion in Ch ina; however, it can be seen that the promotion of professional reading is necessary to promote reading and popularize university libraries.

Professional Reading Promotion in University Libraries of other Countries
The earliest work regard ing reading promot ion in university libraries can be traced back to the 1930s.A course related to reading pro motion was taught by Professor Edwin Osgood Grover in the Un ited States.Professional reading pro motion by international university libraries pays more attention to the role of service.They provide efficient service to student readers to promote professional reading.For instance, the Nanyang Technology University Library in Singapore has established Subject Roo ms and Subject Lib rary Blogs to guide readers ' in-depth reading of professional literature; the University of Mich igan library prepares a book corner to exhibit professional books and journals recommended by faculties (Macadam, 1995).Based on students ' feedback, the University of Cincinnati library provided appropriate in formation retrieval service for p rofessional reading needs (Tenofsky, 2009).Through the survey, it is found that the promotion of professional reading in university lib raries requires a positive co mmun ication and cooperation mechanism among all the departments, as well as outside the campus.Professional reading pro motion should also attach importance to the role of basic services and should be continuous.Furthermore, the pro motion of professional reading should focus on inculcating professionalism in lib rarians, the provision of a p latform to optimize and innovate library services for readers, introducing state-of-the-art equipment, and providing all readers with regularly updated digital online content (Peters, 2009).However, reading pro motion generally does not distinguish between readers.Therefore, adequate attention needs to be paid to the differences in needs of different readers.Besides, the status of literature in our society indicates that there has not been much research on professional reading promotion in university libraries.

Reading Demands of College Students at Different Learning Stages
For college students, acquiring knowledge and relevant skills is the main task.They have higher reading needs, thus being the key objects in the reading promotion of college.Enabling college students to acquire more valuable professional knowledge in limited time will provide them with a good foundation for their future work.According to the learning characteristics of college students, the students ' university years can be divided into several stages.The author, in view o f the requirements and the familiarity with their library / lib raries, interviewed some randomly-selected college students separately, and summed up answers in Table 1.

Sophomore & Junior
Under the pressure of study and examines, the knowledge acquisition regarding majors to get grades becomes the key purpose; and they are familiar with the library / libraries.

Senior
Driven by the postgraduate entrance examination, thesis writing, and emp loyment choice, the demand for professional books and social science books is high among them; and they are familiar with the library / libraries.

Dissertation proposal
The students need to know the background of the topic to conduct research, consult foreign books and related documents, learn to write articles, and be familiar with the library / libraries.

Dissertation preparation
While conducting research, the students need to refer to specific books with more details; and they are familiar with the information relating to the library / libraries.
This paper selects undergraduate freshmen and graduate students as the object of reading pro mot ion, and explores the professional reading strategies in university libraries.University libraries should provide professional reading pro mot ion services to students according to their reading demands in different learn ing stages of their university life.There are certain professional limitations to breadth and depth of reading among the staff of university libraries.Therefore, the pro motion of professional rea ding needs an active support fro m the graduate tutors, as well as professional and technical personnel of various colleges.

Analysis on Demands of Professional Reading Via Personal Interview
To intuitively demonstrate the demands of graduate students for informat ion on professional reading promotion, we conducted personal interv iews with graduate students in Nan jing Un iversity of Aeronautics and Astronautics (NUAA).NUAA is a national mu lt i-discip linary university, featuring aeronautics, aviation and aerospace science, which is directly governed by the Ministry of Industry and Informat ion Technology, China.The respondents of our interview were limited to the graduate students in science and engineering.For our respondents, finishing the supervisors' scientific pro jects and preparing their dissertations are two major tasks during college.Read ing professional books and literatures beco me their indispensable demands in reading.Since p rofessional books and journals of d ifferent disciplines have different features, lib rarians should diversify service market ing strategies for graduate students in different disciplines when they begin to plan professional reading promotion.
Here, we list the interview results of 10 graduate students in the Department of Man -Machine and Environ mental Engineering, NUAA, in Table 2.More books to borrow.

Professional Reading Demands and Library Services Strategies
As can be seen in Table 2, the students in same majors read similar books.Beg inning graduate students searched for references mainly through library bookshelves, CNKI search engine, Baidu search engine, etc., whilst upper-level graduate students explored more approaches, for instance, Chinese references by CNKI and Baidu and English references by library-based electronic databases.When facing obstacles in their research, they will tackle problems by: 1) using the lib rary database to find references; 2) browsing professional foru ms and consulting QQ group friends; 3) contacting professors or higher-level graduate students.Their main expectation on library services focus on recommendation of more professional books, increase of electronic databases, and easy-found instructions of online tools .These interview results are representative.It is found that the library plays a vital role in the research activities of graduate students and provides services passively.Therefore, when the librarians develop marketing strategies for readers, they sho uld take initiative and supply the readers with active services.

Visible Display Strategy
Visib le d isplay is one of the elements of the service market ing co mbina tion strategy, including the hu man and environment factors.A library is also a service organization, and the tangible display is an essential element of service (Tang, 2010).As a part of the library service, the books are displayed in the library, the special colu mn holding books is displayed in a specific position, the guide for the reader is set up in the library, and the visible display strategy is effectively used via displaying new media content.The visible d isplay strategy takes people and processes into account; and it can play an important role in the reading pro motion.In view of the different types of readers, university libraries can use the strategy of visible display to promote professional reading.

Professional Reading Promotion Strategy
Since there is a lack of awareness about the use of library among undergraduate and graduate students, professional reading pro motion can play a positive role in help ing these students.This can be realized through the following: 1) The analysis of the book borrowing data and the professional reading bibliography designated by relevant teachers, setting up a special cab inet for professional books in the library, and d isplaying specialized books, such as books in Chinese, books in foreign languages, new b ooks, and zero-borrowing books.Intuitive display of special counters enables freshmen to understand and learn on their own.2) Displaying the floor plan and resource presentation card at the entrance of each floor.Since the library's book resources are d istributed over different floors, after display, the readers become aware of the floor resources, and the frequency that they ask the staff for help to find the needed books has been reduced by 80%. 3) Designing stereoscopic library shelves and labeling the resource classification number to increase readers ' awareness about the library as well as stimulate their interest.4) During Freshmen training, effective physical presentation can achieve twice the result with half the effort.Librarians can draw up a library brochure during professional reading promotion.The brochure may contain the contents as shown in Figure 1.With the help of this brochure, new readers can quickly familiarize themselves with the contents of the library, the distribution of resources on the floor, and the spatial distribution of the library, and then facilitate the process of borrowing books.

Displaying Processing of Zero-Borrowing Professional Books
Borro wing rate refers to the ratio of the number of books borrowed to the volume of books.Zero -borrowing means the rat io is zero.According to the service market ing strategy, the Ming Imperial Palace Museum of NUAA selected a part of zero-borrowing professional books from the library to be displayed for nearly three years.It was displayed on the first floor o f the hall, and recorded as a two -week loan in the records.After displaying the zero-borrowing books, the number displayed was changed.We recorded the data in Table 3. the nu mber of the zero-borrowing pro fessional books drawn fro m the library."Stay" indicated the number of books left on the display shelf a week later."Take away" indicated the nu mber o f books that readers took away fro m the shelf a week later."Loan" indicated that the book "taken away" fro m the library management system was borrowed, or the books were out.The lending data shown after the exhib ition verified the role of visible display strategy in professional reading promotion.

Strategy Used in Zero-Borrowing Professional Reading Promotion
The visible display strategy is applied here.Two weeks of display data demonstrates that borrowing rates for books have changed fro m zero to 27% (These books are already seen as due since there is no past data; however, recommending zero -borrowing books continues).Visible display strategies include setting up independent bookshelves in the areas that are often frequented by people, exhib iting books with zero -borrowing rate, and setting up elaborate presentation cards beside the bookshelves, etc.The title on the spine is clear at a glance, the first-floor hall is ventilated throughout four seasons, and the temperature is optimu m.Various factors that concern different readers while browsing in this bookshelf are fully considered.

Conclusions
This paper first analyzes the current status of professional reading pro motion, d istinguishes the needs of different types of readers, and applies the visible display strategy to the promotion of professional reading in libraries.It takes tangible display strategy as its theoretical basis and proposes the strategy of professional reading pro motion: 1) special cabinets displaying relevant professional books, 2) posting resources and charts, 3) placing stereoscopic models of bookshelves, and 4) making a library brochure.Finally, th rough the examp le of zero-borrowing professional book reading promotion, it is proved that the strategy proposed in this paper can promote book reading satisfyingly.The professional reading promotion in university libraries needs to consider the differences in readers' reading behaviors and adopt a suitable reading promotion strategy.

Figure 1 .
Figure 1.Contents of library brochure

Table 1 .
Analysis of students ' reading demand characteristics at different stages of learning

Table 2 .
Personal interview results of graduate students in the Department of Man -Machine and Environ mental Engineering

Table 3 .
Zero-borrowing professional books exhibit two-week data records