公共图书馆品牌策划研究——以“阅读·温暖——佛山视障读者关爱行动”项目为例

Research on Brand Planning of Public Libraries——Taking the Project of“Reading·Warmth——Foshan Visually Impaired Readers Care Action”as an Example

尽管当前图书馆业界已充分认识到品牌建设的重要性,但对于品牌策划的认识不足,重视不够,缺乏运用科学的策划运作程序进行整体构思和顶层设计,存在定义模糊、品牌价值稀释、过度依赖政府购买等问题。本文对图书馆品牌策划的研究现状、内涵、特性进行阐释,并以“阅读·温暖——佛山视障读者关爱行动”项目为例,从品牌策划的几大内容要素探讨分析这一案例的成功之处,以资为图书馆品牌建设提供经验与启示,呼唤图书馆员原创精神的回归。

Although the current library industry has fully realized the importance of brand building,but lack of brand planning understanding,insufficient attention,lack of scientific planning and operation procedures for the overall conception and top-level design,there are vague definition,brand value dilution,and excessive reliance on government purchase and other problems.The paper expounds library brand planning status,connotation,and nature of interpretation.Taking Foshan library brand“Reading·warmth——Foshan Visually Impaired Readers Care Action”project as the example,the paper discusses and analyses the success of the case from several big content analysis of brand planning elements,in order to provide experience and enlightenment for library brand construction and call for the return of librarians’original spirit.