摘要
品牌战略是推动公共图书馆文创产业提质增效的重要途径,探索品牌定位理论如何在公共图书馆文创品牌塑造中实现其指导价值具有积极意义。基于上述逻辑主线,对公共图书馆文创品牌建设的重点、支点与旨归进行整体规划,并据此提出发展进路和策略。公共图书馆文创品牌若要博获消费者心智:首先要彰显地域文化基因,塑造以地域文化记忆和文化认同为基础的品牌特色;其次要充分利用现代化先进传播手段进行地域文化的品牌叙事与形象宣传;再次要形成以品牌为指向的公共图书馆文创类目生产与市场供给体系;最后要重视品牌意识的养成与人格化IP的显豁。
Brand strategy is an important way to improve the quality and efficiency of the cultural and creative industry in public libraries.It is of great significance to explore how to realize the guiding value of brand positioning theory in the creation of cultural and creative brand in public libraries.Based on the above logic main line, the author plans the emphasis, fulcrum and aim of the brand construction of public books, and puts forward the development route and strategy.In order to win the consumers’ mind, the cultural brand of public library should first highlight the regional cultural gene and shape the brand characteristics based on the regional cultural memory and cultural identity.Secondly, we should make full use of modern means of communication to carry out the brand narrative and image propaganda of regional culture.Thirdly, we should form a brand-oriented public library cultural and creative category production and market supply system.And finally, we should pay attention to the cultivation of brand awareness and the display of personalized IP.
出处
《图书馆学研究》
CSSCI
北大核心
2022年第9期48-53,47,共7页
Research on Library Science
基金
国家社科基金重大项目“现代文化产业体系和市场体系的协同发展研究”(项目编号:20ZDA064)的研究成果之一。
关键词
公共图书馆
文创品牌
定位理论
品牌构建
文创产品
文化创意
public library
cultural and creative brands
positioning theory
brand building
cultural creative products
cultural creativity
