价值共创赋能全民阅读推广品牌建设:核心要素、运作模式及创新路径  

Value Co-creation Empowering National Reading Promotion Brand Building in the Digital Era:Core Elements,Operation Mode and Innovation Path

作　　者：陈海波[1] CHEN Hai-bo(Nanjing Medical University Library,Nanjing 211166,China)

机构地区：[1]南京医科大学图书馆,211166

出　　处：《大学图书情报学刊》2025年第3期39-45,79,共8页Journal of Academic Library and Information Science

基　　金：2023年江苏省高校哲学社会科学研究一般项目“基于信息精细加工的网络虚假健康信息采纳意愿及干预策略研究”(2023SJYB0300);2024年南京医科大学图书馆科研重点项目“数字时代高校图书馆阅读推广品牌建设创新研究”(2024TSGZD01)。

摘　　要：阅读推广品牌建设是推动“十四五”期间全民阅读推广活动高质量发展的重要方面,也是新质生产力条件下加快推进公共文化服务体系建设的工作举措。文章依据价值共创理论,在总结数字时代经济领域品牌价值共创核心要素的基础上,分析了文化领域阅读推广品牌价值共创核心要素的特殊性,进而提出数字时代全民阅读推广品牌价值共创的核心要素,并从主体层、平台层、资源层和传播层构建以政府部门和图书馆等机构为主导,用户和第三方机构共同参与的数字时代全民阅读推广品牌价值共创模式。研究表明:数字时代全民阅读推广品牌建设的核心要素包括多元与统一、融合与智慧、赋权与融入、互动与体验;搭建目标统一框架,构建资源整合生态,探索品牌体验机制,挖掘数字赋能潜力是价值共创视域下实现该模式的有效路径。Reading promotion brand building is an important aspect of promoting the high-quality development of national reading promotion activities during the 14th Five-Year Plan period,and it is also a work measure to accelerate the construction of the public cultural service system under the condition of new quality productivity.Based on the theory of value co-creation,this paper analyzes the particularity of the core elements of brand value co-creation in the cultural field on the basis of summarizing the core elements of brand value co-creation in the economic field of digital age,and then puts forward the core elements of brand value co-creation of national reading promotion in the digital era,and constructs a brand value co-creation model of national reading promotion in the digital era led by government departments and libraries and participated by users and third-party institutions from the main layer,platform layer,resource layer and communication layer.The results show that the core elements of national reading promotion brand building in the digital era include pluralism and unity,integration and wisdom,empowerment and integration,interaction and experience.Building a framework for unified goals,building a resource integration ecosystem,exploring the brand experience mechanism,and tapping the potential of digital empowerment are effective ways to realize this model from the perspective of value co-creation.

关 键 词：阅读推广 数字时代 品牌阅读 价值共创 

分 类 号：G252.17[文化科学—图书馆学]