公共图书馆品牌建设模式与策略研究  

Research on the Brand Building Model and Strategy of Public Libraries

作　　者：何雨琪 He Yuqi

机构地区：[1]南京师范大学图书馆

出　　处：《图书馆理论与实践》2025年第2期119-128,共10页Library Theory and Practice

摘　　要：品牌建设是公共图书馆高质量发展的重要方向。文章引入品牌理论,明确公共图书馆品牌建设的相关概念和理论框架,运用定向内容分析法提炼现有经验,并结合理论框架和实践要素构建公共图书馆品牌建设模式,从品牌定位、品牌传播、品牌维护、品牌关系四个方面为公共图书馆更好创建和发展品牌提出建议。Brand building is an important aspect of the high-quality development of public libraries.The article introduces brand theory,clarifies the relevant concepts and theoretical framework of public library brand building,uses directional content analysis to extract existing experiences,and combines theoretical frameworks and practical elements to construct a model for public library brand building.It provides suggestions for the creation and development of public library brands from four aspects:brand positioning,brand communication,brand maintenance,and brand relationships.

关 键 词：公共图书馆 品牌建设 图书馆品牌 策略研究 

分 类 号：G258.2[文化科学—图书馆学] G252