社会力量参与城市阅读空间品牌化研究——以郑州市高新区为例

Research on the Branding Trend of Social Forces Participating in Constructing City Reading Space:Taking Zhengzhou High-tech Zone as an Example

随着我国社会力量参与城市阅读空间建设的不断深入和阅读市场竞争的加剧,品牌化成为社会力量参与公共文化服务体系建设的必然趋势。该研究以郑州市高新区为例,实地调研郑品书舍、方塘书舍、知阅儿童中英文阅读教育三个城市阅读空间,采用访谈法、观察体验法开展研究,探讨社会力量参与城市公共阅读空间品牌化建设的现状、问题与经验,最后从运营主体、产品服务、宣传三个方面分析城市阅读空间品牌化的实现路径。

With the development of involving social forces into the construction of city reading space and the intensification of the reading market in China,branding has become an inevitable trend for social forces to participate in constructing public cultural service systems.Taking Zhengzhou High-tech Zone as an example,this paper conducted a field survey to the reading spaces in three cities:Zhengpin Bookstore,Fangtang Bookstore,and Zhiyue Children's Chinese and English Reading Education,adopts the interview method and the observation and experience method to conduct research to explore the status quo,problems and experience of social forces participating in the branding construction of urban public reading spaces.It finally analyzes the realization path of urban reading space branding from three aspects:operation subject,product service,and publicity.