高校图书馆品牌建设研究--以融媒体视域下的天津市高校图书馆为例

Research on the Current Status of Brand Building of University Libraries:Taking University Libraries in Tianjin in the Times of Media Convergence as Examples

通过官方网站、抖音短视频平台、微信公众号平台等途径进行网络调研与实地考察相结合,对天津市20所公办本科高校图书馆的线上线下讲座品牌、阅读品牌、数据推广品牌、展览品牌、影音品牌及其他品牌建设的现状进行梳理、归类和分析,认为当前高校图书馆亟待高效培养并增强图书馆品牌意识、创建图书馆品牌营销服务团队、利用读者智慧推动品牌营销、拓宽图书馆品牌营销渠道、做好品牌维护、增强品牌创新、确保品牌可持续性发展等。

This paper combs,classifies and analyzes the status quo of online and offline lecture brands,reading brands,data promotion brands,exhibition brands,audio and video brands and other brands construction of 20 public undergraduate university libraries in Tianjin through the combination of online research and field visits through official websites,Tiktok short video platforms,WeChat public platforms and other channels,consid⁃ers that current university libraries urgently need to effectively cultivate and enhance library brand aware⁃ness,create a library brand marketing service team,utilize readers'wisdom to promote brand marketing,broaden library brand marketing channels,do a good job in brand maintenance,enhance brand innovation,and ensure brand sustainability development.