Abstract: Taking the broadcast library of Shanghai Library as the research subject, this study adopts methods such as case analysis, literature review, and empirical research to analyze the contemporary needs for establishing a broadcast library and the current status of audio service construction at home and abroad. Based on the 7P marketing theory, it systematically analyzes the brandbuilding practice of audio services in the broadcast library from seven dimensions: product, price, place, physical evidence, people, promotion and process. Based on this analysis, this study proposes strategies for enhancing the librarys audio service brand, including clarifying product positioning to cultivate a sense of brand warmth; focusing on core service locations to enhance accessibility and service coverage; leveraging regional cultural characteristics to strengthen brand identity; recruiting talent widely to cocreate value with users; and engaging readers to expand promotion process. These insights aim to provide references for empowering public libraries to build audio service brands.

Key words: Broadcast library, Audio service, Audio reading