论公共图书馆品牌形象定位与传播

On the Positioning and Spreading of the Brand Image of Public Libraries

公共图书馆品牌形象的定位和传播是其品牌建设过程中确保品牌价值得以实现的关键环节,它解决了图书馆与其品牌受众之间沟通中的"对谁说"、"说什么"和"怎样说"的问题。公共图书馆应运用整合营销传播、数据库营销、公共关系和广告等策略,在各种活动和日常工作中积极向品牌受众传播品牌认同和价值主张中的独特内容,以逐步建立良好的品牌形象。

The positioning and spreading of the image of public libraries is a key phase in the course of brand construction that will make sure of the realization of brand value. It gives the answer of ＂say to whom＂, ＂say what＂ and ＂how to say＂ in the communication of libraries and their brand user. Public libraries should spread actively the unique content in their brand approval system and brand value proposition to their brand user by the way of IMC, data base sales, public relations and advertisings in order to build up good brand image progressively.