高校图书馆宣传推广体系的构建与思考--以北京大学图书馆为例

The Construction of Publicity and Promotion System of University Libraries——Taking Peking University Library as an Example

从组建跨部门团队、以创意吸聚人气、强调品牌化运作、在重要节点开展针对性宣传、整合宣传渠道进行差异化传播、鼓励用户参与、寻求多方合作支持等方面,介绍北京大学图书馆的宣传推广工作,在总结经验的基础上论述高校图书馆宣传推广体系的构建,并探讨宣传推广工作的可持续发展方式:明确战略定位与规划、践行"全员宣传推广"理念、关注用户需求、培养全球视野和创新精神等。

The paper summarizes the practice and experience of publicity and promotion activities of Pe- king University Library from the following aspects： building cross-functional team, innovating the activity forms, developing brand operation, launching Targeted publicity in the important time node, carrying on differential propagation, encouraging users＇ involvement, seeking multilateral cooperation. Then it discus- ses the construction of publicity and promotion system of university libraries, and points out the long-term mechanism： clearing strategic positioning and plan, getting everybody involved in publicity and promotion, paying attentions to users＇ needs, developing the global vision and creative spirit.