图书馆品牌建设的内容和特征分析

Analysis of the Content and Characteristics of Library Brand Construction

图书馆品牌借鉴并源于商业领域,但又具备不同于商业领域品牌的内容构成与突出特征.图书馆品牌建设在定位和产品上有独特的行业属性,同时具备更加显著的意识形态性、领导力、公益性、区域性和创新性等属性.厘清这些内容与特征将有利于品牌理论与方法在图书馆行业的应用.

The brand of the library draws on the economic field that is different from the content and features of the commercial brands. It has unique industry attributes of positioning and products of library brand composition in the aspects of the ideology, leadership, public welfare, regional and innovation. Clarifying the contents and features will promote the application of brand theory and methods in the library industry.