高校阅读推广形象大使品牌及其常态化发展

The Brand and Its Development Normalization of University Reading Promotion Ambassador

在比较、分析阅读推广形象大使涵义的基础上,通过网络调研法和文献调研法,归纳出阅读推广形象大使的产生来源主要有:借助名人效应选择、紧扣目标受众群体评选、虚拟形象代言创设三种形式,提出高校阅读推广形象大使品牌塑造的重要意义及对其人选的思考例证,以柳州铁道职业技术学院为例论述了高校阅读推广形象大使品牌常态化发展的具体做法和经验,认为要树立良好的品牌形象应注意创意、宣传、持续、激励四方面要素。

Based on the comparison and analysis the meaning of the ambassadors of reading promotion, this paper sums up the origin of the ambassadors of reading promotion including the selection of the celebrity, the selection of the target audience and the virtual image endorsement, according to the network re- search and the literature research to promote the significance of the branding the ambassadors of reading promotion in university, as well as the reflection on the choice of the brand are presented. Taking Liuzhou Railway Vocational Technical College as an example, the specific practice and experience of the standardiza- tion development of the ambassadors of reading promotion are discussed. It is concluded that to establish a good brand image great attention should be paid to creativitv, mlhlloit tM^A ~.1 ~~.： ：__