图书馆服务品牌建设要素及策略研究  

Research on the Factors and Strategies of Library Services Brand Construction

作　　者：汪聪 杨珊 金鑫 张海舰[1] WANG Cong;YANG Shan;JIN Xin;ZHANG Hai-jian(Peking University Library,Beijing 100871,China;Chongqing Library,Chongqing 400038,China)

机构地区：[1]北京大学图书馆,100871 [2]重庆市图书馆,400038

出　　处：《大学图书情报学刊》2024年第1期97-103,共7页Journal of Academic Library and Information Science

基　　金：北京大学桐山教育基金研究资助支持。

摘　　要：服务品牌建设对于图书馆提升文化活力、优化资源配置效率、提高长远发展能力和竞争力具有重要现实意义。文章通过对现有研究和实践的梳理,探讨服务品牌概念,从内部和外部两个视角分析品牌建设要素,并总结图书馆服务品牌建设策略。服务品牌建设的内部要素包括:品牌识别、馆员参与、组织支持和环境营造;外部要素包括:品牌传播、用户体验。图书馆服务品牌建设的策略为:立足本馆文化底色,打造强势品牌集群;关注品牌内化过程,提升服务管理水平;强化品牌传播推广,建立协作伙伴关系;重视用户潜在需求,优化用户真实体验。The construction of service brand holds significant practical value in enhancing the cultural vitality of libraries,optimizing resource allocation efficiency,and improving long-term development capability and competitiveness.Through the collation of existing research and practice,this paper explores the concept of service brand.It analyses the elements of brand construction from both internal and external perspectives,and summarizes the strategies for library service brand construction.The internal elements of service brand construction include:brand recognition,staff participation,organizational support,and environment creation.External elements include:brand communication,and user experience.Strategies for library service brand construction include:grounding in the cultural context of the library to build a strong brand cluster;focusing on the internalization process of the brand to enhance service management levels;strengthening brand communication and promotion,actively building partnerships;listening to the potential needs of users,and enhancing the actual service experience.

关 键 词：图书馆 服务品牌 品牌建设 图书馆文化 图书馆营销 

分 类 号：G252[文化科学—图书馆学]