高校阅读文化活动品牌建设研究——以南京大学图书馆读书节活动为例

Research on Brand Building of Reading Culture Activities of the University:A Case of Nanjing University Library Reading Festival

文章结合品牌管理理论与图书馆学要素说提出高校阅读文化活动品牌有管理、图书馆员、用户、营销、创新五个基本要素,并以南京大学图书馆读书节活动为例论述品牌创建的过程包括品牌定位、品牌标志设计、品牌活动内容、品牌推广传播几个方面,分析其品牌建设策略主要有建立品牌管理组织、树立以人为本的核心观以及进行品牌延伸。

Combining brand management theories with library science, the paper points out the elements of reading cuhure activities brand of the university, they are management, librarians, users, marketing and innovation. Then taking Nanjing University Library reading festival as an example, it expounds the processes of brand building including brand positioning, brand logo design, brand activ- ities and brand propagation and also analyzes the brand building strategies such as brand administrative organization, people -oriented values and brand extension. 14 refs.