| 美国“一书一城”阅读推广品牌分析及启示 |
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| 引用本文： | 王小平,杨霞.美国“一书一城”阅读推广品牌分析及启示[J].图书馆工作与研究,2021(1):57-62. |
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| 作者姓名： | 王小平 杨霞 |
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| 作者单位： | 湖北工程职业学院图书馆;新乡医学院管理学院 |
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| 基金项目： | 2020年黄石市社科联课题“黄石高校图书馆阅读推广品牌建设研究”(项目编号:2020y277)研究成果之一。 |
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| 摘 要： | 本文对美国"一书一城"阅读推广品牌的塑造过程与管理方法进行了分析研究,总结出其主要特点:精准的品牌定位、成功的品牌营销、科学的品牌管理。我国图书馆应借鉴美国成功经验,在打造阅读推广品牌时,重点从几方面入手:强化阅读推广品牌化意识,提升阅读推广水平;加强多维度的品牌营销,提高品牌知名度;加强科学的品牌管理,提升品牌生命力。
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| 关 键 词： | 图书馆 全民阅读 一书一城 一书一芝加哥 阅读品牌 美国 |
Analysis and Enlightenment of "One Book,One City" Reading Promotion Brand in America |
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| Wang Xiaoping,Yang Xia.Analysis and Enlightenment of "One Book,One City" Reading Promotion Brand in America[J].Library Work and Study,2021(1):57-62. |
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| Authors: | Wang Xiaoping Yang Xia |
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| Abstract: | This paper analyzes and studies the shaping process and management method of American "one book,one city" reading promotion brand,and summarizes its main characteristics:accurate brand positioning,successful brand marketing,scientific brand management.The library of our country should learn from the successful experience of America actively,and focus on several aspects in building the brand of reading promotion:strengthening the brand awareness of reading promotion and improving the level of reading promotion;strengthening multi-dimensional brand marketing to enhance brand awareness;strengthening scientific brand management to enhance brand vitality. |
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| Keywords: | Library Universal reading One book one city One book one Chicago Reading brand America |
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