Chinese libraries’ IFLA International Marketing Award breakthrough through intelligent marketing

Abstract

When Chinese libraries first competed for the IFLA International Marketing Award in 2012, their presence barely registered internationally. By 2025, Ningbo Library had secured third place while Chinese institutions dominated the shortlists, marking a transformation in library innovation leadership. This study examines how intelligent marketing enabled this breakthrough by analyzing 39 Chinese library projects from 2012–2025 using grounded theory methodology. Through systematic coding, the authors identified 118 concepts, 23 categories, and 6 themes, and constructed a three-tier model: intelligent empowerment–cultural translation–value co-creation. The findings reveal that Chinese libraries strategically deployed intelligent marketing across four dimensions—data-driven insights, algorithm-aided content, platform-integrated channels, and interactive experiences—to overcome cultural barriers. This technological transformation enabled sophisticated cultural translation through diversified subjects, universalized content, and innovative methods while establishing sustainable value co-creation ecosystems. The authors propose the Strategic-Multimedia-Audience-Resonance-Technology (SMART) framework to guide libraries worldwide in enhancing their international communication capabilities.