乡村振兴战略背景下乡村阅读推广品牌化运作路径研究——以“新时代乡村阅读季”为例  

Research on the Operation Path of Brand Promotion of Rural Reading in the Context of Rural Revitalization Strategy:The Case of"New Era Rural Reading Season"

作　　者：严贝妮[1] 王露雅 Yan Beini;Wang Luya

机构地区：[1]安徽大学管理学院

出　　处：《图书馆学研究》2023年第6期77-86,共10页Research on Library Science

基　　金：2022年国家社科基金一般项目“乡村振兴战略背景下公共阅读服务精准供给研究”(项目编号:22BTQ025)的研究成果之一。

摘　　要：乡村阅读推广品牌化运作有利于提升乡村阅读质量,从而助力乡村文化振兴。文章运用品牌化运作理论,从品牌定位、品牌设计、品牌传播以及品牌维护等方面对“新时代乡村阅读季”品牌化运作的要素展开分析,提炼其开展经验与不足。以“新时代乡村阅读季”品牌化运作为参考,结合我国乡村阅读推广的实际情况,提出我国乡村阅读推广的品牌化运作路径:以政策和需求为旨,实现品牌定位精准化;以文化和资源为轴,推进品牌设计差异化;以线上和线下为轮,驱动品牌传播多元化;以创新和评估为基,加强品牌维护持久化。The brand operation of rural reading promotion is of great significance to improve the quality of rural reading and promote the revitalization of rural culture.Based on the theory of brand operation,this paper analyzes the elements of the brand operation of"New Era Rural Reading Season"from the aspects of the positioning,design,spread and maintenance of brand,and summarizes sitsexperience and shortcomings.Taking the brand operation of"New Era Rural Reading Season"as reference and combining with the actual situation of rural reading promotion in China,this paper puts forward the operation path of the brand promotion of rural reading in China:Aiming at policies and needs to realize the precision of brand positioning,promoting the differentiation of brand design with culture and resources as the axis,taking online and offline as the wheel to drive the diversification of brand communication,and toughening the durability of brand maintenance based on innovation and evaluation.

关 键 词：乡村阅读推广 阅读品牌 全民阅读 新时代乡村阅读季 

分 类 号：G252.17[文化科学—图书馆学]