社交媒体阅读推广平台的品牌个性塑造模式研究  

Model of Designing Brand Personality for Reading Promotion Platform on Social Media

作　　者：淳姣[1] 姜晓[1] 李晓蔚[1] 

机构地区：[1]四川大学图书馆

出　　处：《国家图书馆学刊》2017年第6期26-33,共8页Journal of The National Library of China

基　　金：国家社会科学基金重点项目"全媒体环境下复合阅读行为及其阅读推广对策研究"(项目编号:16ATQ005)研究成果之一

摘　　要：将营销学的品牌个性理论引入社交媒体平台的阅读推广策划,在介绍品牌个性的概念的基础上,梳理品牌个性理论内容,讨论该理论引入社交媒体平台阅读推广的价值及理论逻辑,并结合四川大学图书馆微信平台阅读推广案例,提出社交媒体阅读推广平台品牌个性塑造的四步模式。This paper applies brand personality theory to reading promotion on social media,introduces the concept and development of brand personality theory,summarizes its main content,and discusses the appropriate value and theoretical logic of applying this theory to reading promotion. Moreover,this study conducts a case study on reading promotion of Sichuan University Library on Wechat and finally proposes a four-step model for building brand personality for reading promotion platform on social media.

关 键 词：社交媒体 阅读推广平台 品牌个性 图书馆 

分 类 号：G252.17[文化科学—图书馆学]