国内外高校图书馆品牌研究与建设进展

Progress of Brand Research and Construction of University Libraries at Home and Abroad

通过文献调研、实例分析与网络调研等对国内外图书馆品牌理论研究、国内外高校当前主要品牌建设类型及IFLA国际营销奖获奖品牌进行了分析,梳理出高校图书馆品牌发展进程及高校图书馆品牌理论、实践及营销模型,并根据存在的问题提出了深入品牌理论研究,加强理论创新、吸引读者共创品牌、拓展品牌营销策略、深化服务模式改革等建议,为促进图书馆品牌建设、图书馆营销及图书馆服务发展提供参考。

Through literature research,case studies and network research,this article analyzed the theoretical research of domestic and foreign library brands,the main brand building types of domestic and foreign universities and the IFLA International Marketing Award winning brands,clarifies the development process of university libraries and sorted out the brand theory,brand practice and marketing model of university libraries.According to the existing problems,this paper put forward some suggestions such as deepening the brand theory research,strengthening the theory innovation,attracting readers to co-create brands,expanding brand marketing strategies,deepening the service mode reform and so on,which can provide references for promoting the library brand construction,library marketing and library service development.