我国公共图书馆品牌营销模式构建及应用  

Construction and Application of Brand Marketing Model of Public Library in China

作　　者：李瑶 李菲 柯平[2] Li Yao;Li Fei;Ke Ping(School of Political and Law,Changchun Normal University,Changchun 130032;Business School of Nankai University,Tianjin 300071)

机构地区：[1]长春师范大学政法学院,长春130032 [2]南开大学商学院,天津300071

出　　处：《图书情报工作》2020年第14期26-33,共8页Library and Information Service

基　　金：国家社会科学基金重点项目"基于绩效和成效集成的公共图书馆评估理论与评估标准创新研究"(项目编号:19ZDA050);长春师范大学社会科学项目"均等化视域下社会力量参与图书馆公共文化服务模式研究"(项目编号:[2018]013)研究成果之一。

摘　　要：[目的/意义]在我国文旅融合的新时代背景下,随着人民日益增长的文化生活需要,图书馆开展符合区域文化特质的品牌营销,能够在满足用户需求的基础上提升图书馆的社会声誉。[方法/过程]通过对国内外近5年公共图书馆品牌营销热点的综述,利用SWOT分析法,对我国公共图书馆品牌营销的优劣势、机会、威胁进行系统分析。基于以上研究结果,以4C营销理论为基础构建公共图书馆品牌营销模式,并以荣获IFLA国际营销奖的上海图书馆及用户群达350余万人的广州图书馆为案例进行实证。[结果/结论]构建的我国公共图书馆品牌营销模式具有可操作性,对于城市公共图书馆具有较强的应用价值,公共图书馆品牌营销应聚焦于读者需求,在沟通、成本、便利性3个维度进行深耕。[Purpose/significance]In the context of the new era of cultural and tourism integration in China,with the growing cultural needs of the people,the library to carry out brand marketing in line with the characteristics of regional culture,can meet the needs of users on the basis of improving the library's social reputation.[Method/process]This paper reviewed the hot spots of public library brand marketing in recent five years at home and abroad,and made a systematic analysis of the advantages and disadvantages,opportunities and threats of public library brand marketing in China by means of SWOT analysis.Based on the above research results,the brand marketing model of public library was constructed based on the 4C marketing theory,and the case of Shanghai library,which has won IFLA international marketing award,and Guangzhou library,which has a user group of more than 3.5 million people,was taken as an example.[Result/conclusion]The brand marketing model of China's public libraries is operable and has strong application value for urban public libraries.Brand marketing of public libraries should focus on the needs of readers and focus on the three dimensions of communication,cost and convenience.

关 键 词：公共图书馆 图书馆品牌 品牌营销模式 

分 类 号：G258.2[文化科学—图书馆学]