图书馆服务品牌建设路径研究——基于国际图联国际营销奖中国获奖项目的分析
Study on the Paths of Library Service Brands Building——Based on Analysis of China Award Winning Project of IFLA International Marketing Award
杨珊 1汪聪2
作者信息
- 1. 重庆图书馆,重庆,400038
- 2. 北京大学图书馆,北京,100871
- 折叠
摘要
文章选取国际图联国际营销奖10个中国获奖项目进行案例分析,总结其服务品牌建设特征,即创意挖掘,以文献资源推动品牌发展;多元融合,助力资源细粒度开发;双向并举,服务读者与借力读者共同发展;开放创新,探索新技术和新理念;持续更新,保持品牌生命力;宣传推广,提升品牌影响力.基于此,构建我国图书馆服务品牌建设框架,并从品牌创意起点、品牌团队保障、品牌形式支撑、品牌维系动力、品牌传播助力5个方面提出我国图书馆服务品牌建设路径.
Abstract
The article selects 10 award-winning projects from the IFLA International Marketing Award in China for case analysis,summarizes the characteristics of their service brand construction:creative exploration to promote brand development using literature resources;diversified integration to assist in fine-grained resource development;two way approach to serve readers and leverage readers for common development;open innovation to explore new technologies and concepts;continuously updating to maintain brand vitality;promotion to expand brand influence.Based on this,a framework for building library service brands in China is constructed,and paths for building library service brands in China is proposed from five aspects:brand creative starting point,brand team guarantee,brand form support,brand maintenance motivation and brand communication assistance.
关键词
图书馆/服务品牌/品牌建设/国际图联国际营销奖Key words
Library/Service brand/Brand building/IFLA International Marketing Award引用本文复制引用
出版年
2024
NETL
NSTL
万方数据