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我国高校图书馆品牌战略研究

发布时间:2019-01-10 17:13  文章来源:笔耕文化传播
【摘要】: 在市场竞争日益激烈的今天,图书馆为了保证自身在市场竞争中的生存与发展,不得不寻求新的发展模式。品牌理论作为一种适应当今时代的竞争优势理论,越来越受到图书馆界的关注与重视,品牌战略也逐渐成为未来信息产品市场中丰要的竞争手段。我国品牌战略的理论研究和实践起步比较晚,层次较低,所以还需要更多更深入的对它进行研究分析。 本文从对图书馆品牌殚论基础分析入手,分析了目前我国图书馆品牌建设状况,对高校图书馆实施品牌战略的原因和可行性条件作了论述。提出了图书馆品牌战略实施的完整框架,按照品牌战略实施程序,结合图书馆品牌建设实际案例,对高校图书馆战略实施作了整体规划,在图书馆品牌定位、品牌形象塑造、品牌信息传播、品牌的维护和品牌延伸等环节作了深入的探讨。其中品牌形象的塑造、品牌信息传播和品牌的维护三个环节是论述的重点:从理念、行为制度和外观标识几方面对图书馆品牌形象进行了设计,在说明品牌宣传手段的同时也指出了宣传时要注意的要点,提出要采用管理和法律两种手段对品牌进行维护。然后通过案例分析出我国高校图书馆在实施品牌战略时获得的几点启示。通过论述希望有更多的人来关注和研究图书馆的品牌建设,创出我国的高校图书馆名牌,实现高校图书馆的可持续发展。
[Abstract]:In order to ensure the survival and development of library in the market competition, libraries have to seek a new development model in order to ensure their survival and development in the market competition. Brand theory, as a competitive advantage theory adapted to the present era, has been paid more and more attention by libraries, and brand strategy has gradually become an important means of competition in the future information product market. The theoretical research and practice of brand strategy in our country started relatively late and the level is lower, so we still need more and more in-depth research and analysis of brand strategy. Based on the analysis of library brand theory, this paper analyzes the current situation of library brand construction in China, and discusses the reasons and feasible conditions for the implementation of brand strategy in university libraries. This paper puts forward the complete framework of the implementation of the brand strategy of the library, according to the implementation procedure of the brand strategy, combined with the actual case of the brand construction of the library, makes the overall plan for the implementation of the strategy of the university library, and makes the brand positioning and the brand image molding in the library. Brand information dissemination, brand maintenance and brand extension are discussed in depth. The emphasis of the discussion is the creation of brand image, the dissemination of brand information and the maintenance of brand: the design of the brand image of library is carried out from the aspects of concept, behavior system and appearance mark. While explaining the means of brand propaganda, it also points out the main points to be paid attention to, and puts forward that two methods of management and law should be used to maintain the brand. Then, through the case analysis, this paper analyzes some enlightenments that university libraries get when implementing brand strategy. It is hoped that more people will pay attention to and study the brand construction of the library, create the famous brand of the university library in our country, and realize the sustainable development of the university library.
【学位授予单位】:西北大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:G258.6

【引证文献】

相关期刊论文 前1条

1 王晓丽;;高校图书馆品牌建设的若干思考[J];吕梁学院学报;2011年04期

相关硕士学位论文 前1条

1 李江瑞;以提升图书馆竞争力的品牌管理研究[D];西北大学;2011年



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