公共图书馆地方文化阅读推广品牌建设探究——以天津图书馆“海河共读汇”品牌活动为例

Research on the Construction of Local Cultural Reading Promotion Brands in Public Libraries——Taking the"Haihe Reading Gathering"Brand Activities of Tianjin Library as an Example

文章采用文献研究法、案例分析法和实地调查法分析天津图书馆“海河共读汇”品牌活动实践,总结成功经验及存在问题,提出公共图书馆地方文化阅读推广品牌建设策略,即明确品牌活动定位,做好品牌顶层设计;深挖地方特色资源,拓展品牌传播渠道;加强区域活动联动,形成品牌规模效应。

The article adopts methods of literature research,case analysis and field investigation to analyses the practice of"Haihe Reading Gathering"brand activities of Tianjin Library,summarizes successful experiences and the problems,and proposes strategies for brand construction of local cultural reading promotion in public libraries,namely clarifying the positioning of brand activities and do a good job in top-level brand design;diging deep into local characteristic resources and expand brand communication channels;strengthening regional activity linkage and form brand scale benefits.