我国公共图书馆品牌营销模式构建及应用

Construction and Application of Brand Marketing Model of Public Library in China

[目的/意义]在我国文旅融合的新时代背景下,随着人民日益增长的文化生活需要,图书馆开展符合区域文化特质的品牌营销,能够在满足用户需求的基础上提升图书馆的社会声誉。[方法/过程]通过对国内外近5年公共图书馆品牌营销热点的综述,利用SWOT分析法,对我国公共图书馆品牌营销的优劣势、机会、威胁进行系统分析。基于以上研究结果,以4C营销理论为基础构建公共图书馆品牌营销模式,并以荣获IFLA国际营销奖的上海图书馆及用户群达350余万人的广州图书馆为案例进行实证。[结果/结论]构建的我国公共图书馆品牌营销模式具有可操作性,对于城市公共图书馆具有较强的应用价值,公共图书馆品牌营销应聚焦于读者需求,在沟通、成本、便利性3个维度进行深耕。

[Purpose/significance]In the context of the new era of cultural and tourism integration in China,with the growing cultural needs of the people,the library to carry out brand marketing in line with the characteristics of regional culture,can meet the needs of users on the basis of improving the library's social reputation.[Method/process]This paper reviewed the hot spots of public library brand marketing in recent five years at home and abroad,and made a systematic analysis of the advantages and disadvantages,opportunities and threats of public library brand marketing in China by means of SWOT analysis.Based on the above research results,the brand marketing model of public library was constructed based on the 4C marketing theory,and the case of Shanghai library,which has won IFLA international marketing award,and Guangzhou library,which has a user group of more than 3.5 million people,was taken as an example.[Result/conclusion]The brand marketing model of China's public libraries is operable and has strong application value for urban public libraries.Brand marketing of public libraries should focus on the needs of readers and focus on the three dimensions of communication,cost and convenience.