品牌赋能:高校图书馆品牌资源的开发策略与应用场景研究——以复旦大学图书馆为例  

Brand Empowerment:Research on the Development Strategy and Application Scenario of University Library Brand Resources——Taking Fudan University Library as an Example

作　　者：陆长玮 Lu Changwei

机构地区：[1]复旦大学图书馆,上海200433

出　　处：《大学图书馆学报》2023年第5期26-32,共7页Journal of Academic Libraries

摘　　要：本文聚焦高校图书馆品牌赋能,通过理论阐述、文献调研和案例分析等方法,探究高校图书馆品牌资源的突出特征,并提出品牌资源重点开发策略,进而以复旦大学图书馆为例实证分析品牌资源典型应用场景。研究结果表明,品牌资源是高校图书馆的重要资产,具有育人性、公益性、稀缺性和规范性等突出特征,在图书馆服务增值、文化育人和效能提升等方面有重要作用;可以从发挥品牌资源整合效应、延展品牌资源生命周期、提高品牌资源赋能水平、实现品牌资源协同发展和推进品牌资源规范开发及应用等方面着手制定和实施高校图书馆品牌资源的重点开发策略;复旦大学图书馆主要在阅读推广、文化育人、基础服务、国际交流和数据服务等典型场景加强了品牌资源的开发应用,实现了品牌赋能和服务增值。Focusing on brand empowerment,this paper examines the outstanding features of university library brand resources,brings about the key development strategies of brand resources and analyses the typical application scenario empirically taking Fudan University Library as an example,using the methods of theoretical analysis,literature survey and case study.The results show that as important assets of university library,brand resources which have the outstanding characteristics of education,public welfare,scarcity and standardization,play an important role in the service value-added,cultural education and efficiency improvement of the library.Therefore,we can formulate and implement the development strategies of university library brand resources from the following aspects:giving play to the integration effect of brand resources,extending the life cycle of brand resources,improving the empowerment level of brand resources,realizing the coordinated development of brand resources and promoting the standardized development and application of brand resources.Fudan University Library achieves brand empowerment and service value-added,with focus on typical scenarios of reading promotion,cultural education,basic services,international exchanges and data services in the development and application of brand resources.

关 键 词：品牌赋能 品牌资源 开发策略 应用场景 服务增值 

分 类 号：G251[文化科学—图书馆学]