体验驱动视野下私人阅读品牌共建研究——以湖南省湘潭市“小妃书屋”品牌为例  

Research on the Co-construction of Private Reading Brands from the Perspective of Experience Driven:Taking the Brand of"Xiaofei Bookstore"in Xiangtan City,Hunan Province as an Example

作　　者：唐旭红 曾伟忠[1] 曾湘琼[2] 姜勇峰[2] Tang Xuhong;Zeng Weizhong;Zeng Xiangqiong;Jiang Yongfeng(School of Public Administration,Xiangtan University;Xiangtan University Library)

机构地区：[1]湘潭大学公共管理学院,湖南湘潭411105 [2]湘潭大学图书馆,湖南湘潭411105

出　　处：《图书馆》2023年第5期50-57,共8页Library

基　　金：湖南省教育厅重点项目“高校知识产权信息服务中心促进科技成果转化机制研究”(项目编号:19A485)阶段性成果之一。

摘　　要：私人阅读品牌共建能激励更多民众参与图书馆体系建设,提升全民阅读推广的效果。基于满足体验者提升个人能力、充实空闲时间等需求,探索阅读品牌共建中读者参与动机,能在提升体验者获得感、幸福感的同时实现品牌价值。文章从体验驱动视角出发,以“小妃书屋”阅读品牌为例,分享了如何通过创建“有趣”的体验情境和“四位一体系”的体验与传播模式,聚集和激励更多体验者共建阅读品牌的经验,揭示了体验者追逐“有趣”心理内因。私人阅读品牌共建应融入图书馆管理、美学、心理学、营销学元素,在阅读推广活动中“根植美文化”“提升活动品味”“激励用户传播经历”,以达到提升品牌影响力的目的。The co-construction of private reading brands can encourage more people to participate in the construction of library system and improve the effect of national reading promotion.Based on meeting the needs of the experiencers to improve their personal ability and enrich their free time,exploring the readers'participation motivation in the co-construction of reading brands can realize the brand value while improving the experiencers'sense of gain and happiness.From the perspective of experience driven,taking the reading brand of"Xiaofei Bookstore"as an example,this paper shares the experience of how to create"interesting"experience situations and"four in one system"experience and communication mode to gather and encourage more experiencers to build a reading brand,reveals the psychological internal cause of the experiencers'pursuit of"fun".The co-construction of private reading brands should integrate the elements of library management,aesthetics,psychology and marketing,"root the culture of beauty","enhance the taste of activities"and"stimulate users to spread the experience"in the reading promotion activities,in order to enhance the brand influence,so as to achieve the purpose of enhancing the brand influence.

关 键 词：私人图书馆 阅读服务 阅读品牌 诗歌诵读 品牌营销 

分 类 号：G25[文化科学—图书馆学]