“2015俄罗斯联邦文学年”的调查及启示——基于阅读推广的品牌运作理论

Survey on the ''2015 Year of Literature in the Russian Federation'' and Its Inspiration——Based on the Brand Operation Theory of Reading Promotion

"2015俄罗斯联邦文学年"是俄罗斯重返"阅读大国"地位的重要举措。俄罗斯阅读推广有如下特点:深刻的品牌形象设计、明确的品牌定位、多维度的品牌传播和可持续性的品牌保障等。我国应借鉴其成功经验,从以下方面入手促进阅读推广:建立由政府主导的阅读推广组织机构,加强法律制度保障;借鉴阅读推广的品牌化运作模式,深度挖掘民族文化资源;加强国际交流合作,实现国家阅读推广品牌的对外传播。

＂2015 Year of Literature in the Russian Federation＂, is an important measure for Russian to return to the status of ＂Reading Nation＂. Reading promotion in Russia has the following characteristics： profound brand image design, definite orientation, multidimensional brand spread, and sustainable brand protection. The successful experience should be learned from the following：establishing a government-lead reading promotion organization, strengthening the legal system protection; learning the brand operation mode of reading promotion, deep excavating national culture resources; focusing on international exchanges and cooperation, and try to spread the national reading promotion brand abroad.