国内外高校图书馆品牌研究与建设进展  

Progress of Brand Research and Construction of University Libraries at Home and Abroad

作　　者：常颖聪 黄思慧 满萌 王巍 Chang Ying-cong;Huang Si-hui;Man Meng;Wang Wei

机构地区：[1]河北师范大学图书馆,河北石家庄050024 [2]东南大学图书馆,江苏南京211189 [3]河北医科大学基础医学院,河北石家庄050017

出　　处：《河北科技图苑》2021年第5期8-15,共8页Hebei Library Journal of Science and Technology

基　　金：河北省社会科学基金项目“大数据环境下高校图书馆延伸服务发展与策略研究”(HB19TQ007)研究成果之一。

摘　　要：通过文献调研、实例分析与网络调研等对国内外图书馆品牌理论研究、国内外高校当前主要品牌建设类型及IFLA国际营销奖获奖品牌进行了分析,梳理出高校图书馆品牌发展进程及高校图书馆品牌理论、实践及营销模型,并根据存在的问题提出了深入品牌理论研究,加强理论创新、吸引读者共创品牌、拓展品牌营销策略、深化服务模式改革等建议,为促进图书馆品牌建设、图书馆营销及图书馆服务发展提供参考。Through literature research,case studies and network research,this article analyzed the theoretical research of domestic and foreign library brands,the main brand building types of domestic and foreign universities and the IFLA International Marketing Award winning brands,clarifies the development process of university libraries and sorted out the brand theory,brand practice and marketing model of university libraries.According to the existing problems,this paper put forward some suggestions such as deepening the brand theory research,strengthening the theory innovation,attracting readers to co-create brands,expanding brand marketing strategies,deepening the service mode reform and so on,which can provide references for promoting the library brand construction,library marketing and library service development.

关 键 词：图书馆品牌 品牌建设 品牌营销 高校图书馆 

分 类 号：G251[文化科学—图书馆学]