国内高校信息搜索大赛的品牌化运作

Brand Operation of University Information Search Contests in China

文章使用网络调研法对国内高校信息搜索大赛概况进行调研,运用文献研究法对市场营销学的品牌管理理论进行梳理和研究,运用案例研究法从品牌定位、品牌设计、品牌传播、品牌维护四方面对广西师范大学信息搜索大赛品牌化运作的实践进行总结和分析。品牌化运作信息搜索大赛具有现实可行性,并有助于高校信息搜索大赛的可持续开展。

In order to encourage the innovation of information literacy education and to improve the information literacy of universities students,the paper provides some references on brand operation of the information search contests.Network investigation method is used in general situation survey of information search contests in Chinese universities,and literature research method is used in neatening the brand management theory of marketing,case study method is used in concluding and analyzing the practice of brand operation of information search contest in Guangxi Normal University from the aspects of brand positioning,brand designing,brand communication and brand maintenance.With practical feasibility,brand operation contributes to the sustainable development of university information search contests.