高校图书馆阅读推广活动品牌化运作——以安徽师范大学“敬文讲坛”为例

Brand Operation of Reading Promotion Activities in Academic Libraries:A Case Study of the“Jingwen Forum”in Anhui Normal University

[目的 /意义]近年来,随着阅读推广活动广泛开展,阅读推广活动形式呈多样化、多元化趋势。各级各类图书馆的推广工作开始重点转移到品牌化建设上,安徽师范大学图书馆举办的“敬文讲坛”作为阅读推广的重要形式,坚持开展十余年,渐趋成为安徽师范大学书香校园文化建设的品牌。[方法 /过程]从品牌设计、品牌维系、品牌传播三个方面总结“敬文讲坛”品牌化运作特征,剖析其品牌化运作推广过程中的成效及存在的问题。[结果 /结论 ]结合“敬文讲坛”在品牌化建设中存在的问题和国内外相关经验,提出拓展讲座服务形式,增强品牌创新意识;扩大品牌传播模式,实现资源共享;组建评估团队,建立完善的评估指标体系等措施,以有效运用品牌化手段,更好发挥高校图书馆在促进全民阅读、书香中国建设中的积极作用。

[Purpose/significance]In recent years,with the extensive development of reading promotion activities,the forms of reading promotion activities have diversified.The promotion of all kinds of libraries at all levels began to focus on the brand construction.As an important form of reading promotion,the“Jingwen Forum”held by the library of Anhui Normal University has been carried out for more than ten years and gradually become the brand of the construction of the campus culture of books.[Method/process]By summarizing the characteristics and influence of the branding operation of“Jingwen Forum”from three aspects of brand design,brand maintenance and brand communication,the results and problems existing in the process of branding operation and promotion are analyzed.[Result/conclusion]Combining with the problems existing in the brand construction of“Jingwen Forum”and the relevant experience at home and abroad,it is proposed to expand the service form of lectures and enhance the awareness of brand innovation;Expand brand communication mode and realize resource sharing;In order to effectively use the means of cultural branding,the academic libraries can play a positive role in promoting“nationwide reading”and promoting the construction of“Literary China”.