图书馆营销品牌升级实施策略——以厦门大学图书馆“Library Go”为例  

Implementation Strategy of Library Marketing Brand Upgrade——Taking “Library Go” of Xiamen University Library as an Example

作　　者：龚晓婷[1] 肖铮[1] 周绍彬 林俊伟[1] 黄国凡[1] Gong Xiaoting;Xiao Zheng;Zhou Shaobin;LinJunwei;Huang Guofan

机构地区：[1]厦门大学图书馆,厦门361005

出　　处：《大学图书馆学报》2019年第2期29-33,共5页Journal of Academic Libraries

摘　　要：近年来,国内图书馆营销成效卓著,涌现一批各具特色的品牌营销项目,高校图书馆成为品牌营销的生力军。随着移动互联网和大数据技术的发展,图书馆应不断探索、挖掘用户需求,提升服务,推动营销品牌升级。2018年初,厦门大学图书馆的年度报告项目"圕:我和你"成功升级为"Library Go",通过这一营销案例,详述了营销品牌升级的策略:引入新思路、挖掘新内容、设计新风格、应用新技术、传播新媒体。未来图书馆品牌营销的趋势是将"以用户为中心"的营销活动,转变为主动契合、参与社区或校园整体发展的营销实践。In recent years, domestic library marketing has made outstanding achievements, as a number of distinctive library marketing projects emerging and university libraries becoming a new force. With the development of mobile Internet and big data technology, libraries should continue to identify user requirements, improve services and promote the library marketing brand. At the beginning of 2018, the annual report project ^Library: You and Me" of the Library of Xiamen University successfully upgraded to ^Library Go". This library marketing case illustrates the strategy of brand upgrade in details such as new ideas,new content, new design style, new technology application and new media communication. The trend of library brand marketing in future is to transform "user-centered" marketing activities into marketing practices so as to participate in the overall development of a community.

关 键 词：图书馆营销 营销品牌 品牌升级 

分 类 号：G252[文化科学—图书馆学]