“教授馆员”参与高校阅读品牌创建探索

Professor Librarians’ Participation in the Creation of Reading Brand in Colleges and Universities

高校图书馆聘请教授、专家等高层知识人员充当馆员,参与高校阅读品牌创建和以"明星馆员"为标志的共读空间,对于高校图书馆人力资源利用和可持续发展具有重要意义。文章以湘潭大学"悦·读讲坛"品牌创建为例,就教授参与高校阅读品牌创建的演变进程分析,可知:品牌欲得到更多利益相关者认可和参与共创,首先需要发挥大数据的作用,将"用户满意度"作为品牌创建的终极目标,必须充分了解用户所需;其次高校图书馆需要发挥教授的人格魅力,以"明星馆员"创建思路吸引用户、激发新需求,为"教授馆员"的设计包装、品牌定位、品牌维系、馆院协同教育等方面进行品牌策划、品牌传播,达到提高高校阅读品牌忠诚度的目的。

University libraries employ professors, experts and other high-level intellectuals as librarians to help create their reading brand and the co-reading space marked by "star librarians", which is of great significance for the utilization and sustainable development of human resources in university libraries.Taking the brand building of Yue Reading Forum of Xiangtan University as an example, this paper analyses the evolution process of professors’ participation in the brand building of university reading, lessons are learnt for the brand to be recognized and co-created by more stakeholders. First, we need to play the role of big data to the full, taking "user satisfaction" as the ultimate goal, and fully understanding users’ needs.Secondly, the professors’ personality charm should be brought into full play, so that these "star librarians"could attract users and stimulate new demands. To this end, libraries should implement brand design and communication to create and maintain the brand image of professor librarians. All will lead to the final goal of improving the brand loyalty of reading in these university libraries.