国外阅读推广的品牌化运作及启示  

Brand Operation of Reading Promotion Abroad and the Enlightenment

作　　者：石继华[1] 

机构地区：[1]扬州科技学院图书馆,扬州225009

出　　处：《图书情报工作》2015年第2期56-60,共5页Library and Information Service

摘　　要：[目的/意义]通过对国外阅读推广品牌化运作特色的分析,为我国阅读推广品牌化建设提供借鉴与参考。[方法/过程]使用网络调研法和文献调研法,基于品牌化视角,对国外阅读推广典型案例进行分析、梳理和总结。[结果/结论]国外阅读推广的品牌化运作具有下列特点:良好的品牌形象设计、清晰的品牌定位、全方位的品牌传播和相应的品牌维系措施。借鉴国外阅读推广品牌化运作模式,推进我国阅读推广的品牌化建设,需要强化阅读推广的品牌化意识,并从品牌的设计、定位、传播、维系方面进行系统化运作,从而实现我国阅读推广层次与水平的提升。[ Purpose/significance ] Through the analysis of the brand operation characteristics in reading promotion abroad, this paper provides several references for our country in the brand construction of reading promotion.[ Method/ process ] Using the methods of network research and literature research, this paper analyzes the typical cases of reading promotion abroad in perspective of brand development. [ Result/conclusion ] Through the analysis, the paper finds that brand operation of reading promotion abroad has the following characteristics： good brand image design, clear brand posi- tioning, a full range of brand communication and the corresponding brand maintaining measures. To promote the brand construction of reading promotion in our country, we should strengthen the brand awareness of the reading promotion, learn the brand operation mode of foreign reading, and adopt systematic operation from the aspects of brand design, positioning, communication, maintain, so as to realize the reading promotion level and the level of our ascension.

关 键 词：国外 阅读推广 品牌设计 品牌定位品牌传播品牌维系 

分 类 号：G252.1[文化科学—图书馆学]