公共图书馆阅读推广品牌化运作案例研究--以“阅读之星--重庆市民诵读大赛”为例

Research on the Reading Brand Construction in Nationwide Reading Promotion: Taking Reading Star, Reading Competition for Chongqing Citizens as an Example

文章介绍了阅读推广品牌建设的背景及定义,分析了国外阅读推广品牌化运作的成功经验及我国阅读推广品牌建设的现状和存在的问题。在此基础上,结合入围2019年国际图书馆协会联合会营销大奖的品牌活动"阅读之星--重庆市民诵读大赛"的实践,总结了阅读推广品牌运作对全民阅读工作的启示与思考:精准品牌定位,创意品牌设计;策划品牌主题,紧贴时代旋律;优化品牌传播,实现全局带动。

This paper introduces the background and definition of the reading brand construction, analyzes successful cases of the reading brand promotion abroad and the current situation and problems of the reading brand construction in China. On this basis, the author of this paper concludes the inspirations of reading brand construction in the nationwide reading promotion through research on Reading Star, Reading Competition for Chongqing Citizens, one of the IFLA(International Federation of Library Associations) International Marketing Award Winners 2019. At last, the paper concludes that we must aim to make our brand well-targeted and the design more innovative. The theme of the brand should go along with the trend of the times. The brand can be a driving force for the development of the whole industry.