基于PEST分析的公共图书馆阅读推广品牌建设研究——以湖北省公共图书馆为例  

Research on the Brand Construction of Public Library's Reading Promotion Based on PEST Analysis——Taking the Libraries in Hubei Province as the Example

作　　者：黄萍 陈大猷 谢娟[1] Huang Ping;Chen Da-you;Xie Juan

机构地区：[1]湖北省图书馆,湖北武汉430071

出　　处：《河北科技图苑》2023年第3期59-65,共7页Hebei Library Journal of Science and Technology

摘　　要：利用PEST分析法,从政治、经济、社会与技术发展四个维度归纳阅读推广品牌建设的宏观外部规律。文章以湖北地区为例,尝试构建“维度——推论——论证(补充)——总结”PEST分析模型,最后就公共图书馆品牌建设提出四点建议:瞄准文旅政策,赋能品牌内容;摒弃经费依赖单线思维,提升品牌核心竞争力;实施品牌组合战略,形成以点带面品牌生态;链接科技力量,打造数字网络文化矩阵。Using PEST analysis method,the macro law of the reading promotionbrand construction could be summarized from the perspectives of politics,economy,society and technology.Taking Hubei region as the example,building the PEST model of“dimension-deduction-demonstration(supplement)-summary”,for the brand construction of public libraries in various regions,this paper proposes four suggestions:targeting culture and tourism policy to energize the brand's content;refusing expenditure dependence to take the brand construction as the central task;using the brand portfolio to form the point to area ecosystem;and linking the technology to build a digital network culture matrix.

关 键 词：PEST分析 湖北公共图书馆 品牌建设 阅读推广 

分 类 号：G259.27[文化科学—图书馆学]