公共图书馆品牌活动营销策略研究——以穗港澳公共图书馆服务宣传周为例

Research on the Marketing Strategies for Brand Activities of Public Libraries——Taking the Service Promotion Week of Guangzhou,Hong Kong,and Macao Public Libraries as an Example

开展品牌活动营销策略研究,能够有效推动公共图书馆专业化发展,助力新时代文化建设。本文通过介绍中国穗港澳三地公共图书馆分别围绕世界读书日开展的服务宣传周、香港悦读周以及“4·23澳门全城共读日”活动,运用营销组合理论(4P理论)进行比较研究,以期为业界同行提供参考借鉴。

Conducting research on the marketing strategies for brand activities can effectively promote the professional development of public libraries and support cultural construction in the new era.The paper introduces the Service Promotion Week,Hong Kong Joy of Reading Week,and“4·23 Macao Citywide Reading Day”organized by public libraries in Guangzhou,Hong Kong,and Macao around World Book Day.It employs the marketing mix theory(4Ps theory)to conduct a comparative study,aiming to provide reference for industry peers.