摘要
品牌是公共文化服务机构的无形资产,阅读推广活动品牌化是促进图书馆阅读推广服务高质量发展的有力举措.文章以重庆图书馆阅读推广品牌建设实践为例,基于营销学和品牌学关于品牌的建设理论,梳理该馆阅读推广品牌建设的概况,总结分析经验与不足,为公共图书馆开展阅读推广品牌化建设提出深化品牌内涵、优化品牌管理、创新服务路径、整合传播途径等借鉴与启示.
Abstract
Brands are intangible assets of public cultural service institutions,and the branding of reading promotion activities is an effective way to promote the high-quality development of reading promotion services provided by libraries.Based on the theory of marketing and bran-ding,taking the reading promotion brand of Chongqing Library as a practical sample,the ar-ticle combs the overview of its efforts on establishing reading promotion brand,summarizes experience and weakness,and proposes methods and inspiration for public libraries to pro-mote the branding of reading promotion,such as deepening brand connotation,optimizing brand management,innovating service paths,and integrating communication channels.
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