大数据时代的图书馆品牌建设与营销

The Library Brand Building and Marketing in the Era of Big Data

图书馆品牌具有公益性、开放性、特色性和复合性等内涵特征。目前的图书馆品牌建设与营销主要有品牌创建与培育、品牌注册、营销推广等内容。大数据时代的图书馆品牌建设与营销主要存在着重视不够、缺乏数据支撑与精准化营销、互动性不足等问题。需要从大数据视角转变思维、实施数据分析、制定营销策略、理清关系,以推动大数据时代的图书馆品牌建设与营销。

The brand of library possesses feature of commonweal, openness, characteristics and recombination. At present, main content of the library brand building and marketing are： brand establishment and cultivation, brand registration, marketing promotion and so on. There are several problems of the library brand building and marketing in the big data era, including insufficient attention, absent data support and precision marketing, and deficiency interactivity. So we need to change thought, implement data analysis and making strategy, in order to promote the library brand building and marketing in big data era.