Abstract: [Purpose/Significance] Brand service construction is the only way for the development of modern libraries. The development of public library programming services brand oriented to social problems is conducive to more accurately grasping the needs of users and improving the social responsibility of public libraries. [Method/Process] This article uses content analysis to investigate 146 brand services for the websites of 31 provincial public libraries in China, and analyzes the types of social issues, practice objects, and carrier forms of the above brand services. [Results/Conclusions] Promoting development of programming service brand oriented to social problems, we suggest to strengthen the organic combination of social responsibility and service brand practice; attach importance to the long-term maintenance and management for the brand; maximize the resource advantages based on library characteristics.

Key words: public library, social problems, programming services, brand building, content analysis