大学图书馆品牌经营与推广渠道——以上海交通大学图书馆IC^2创新型服务品牌实践为例  

Brand Marketing of University Libraries and Its Promotion Channels——IC^2 Innovative Service Brand Practice in Shanghai Jiao Tong University Library

作　　者：杨莉[1] 兰小媛[1] 陈进[1] 

机构地区：[1]上海交通大学图书馆,上海200240

出　　处：《图书馆建设》2011年第3期99-102,共4页Library Development

摘　　要：打造品牌已经成为国外图书馆服务营销战略的核心要素。上海交通大学图书馆将品牌营销视为提升图书馆学科服务水平的有力举措,自2008年9月起,积极实施品牌经营战略,努力探索IC2创新型服务品牌的经营之道,在图书馆服务品牌的规划、实践及推广等方面取得了一定的成效。为了进一步完善品牌服务,图书馆应注意品牌建设的长效机制,加强内涵建设,保持创新理念。Brand building has become the core element of foreign library service marketing strategies.Shanghai Jiao Tong University Library regards brand marketing as powerful measures for promoting subject services,and performs it positively from September 2008.Nowadays,Shanghai Jiao Tong University Library has explored marketing channels of IC2 innovative service brand,and gained some experience on the planning,performance and dissemination of brand services.In order to improve brand services,library should build the long-time mechanism,strengthen the connotation construction,and keep innovation idea during brand building.

关 键 词：大学图书馆 品牌经营 IC^2 创新型服务 学科服务 

分 类 号：G252.62[文化科学—图书馆学]