【摘要】： 在市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天,圖書(shū)館為了保證自身在市場(chǎng)競(jìng)爭(zhēng)中的生存與發(fā)展,不得不尋求新的發(fā)展模式。品牌理論作為一種適應(yīng)當(dāng)今時(shí)代的競(jìng)爭(zhēng)優(yōu)勢(shì)理論,越來(lái)越受到圖書(shū)館界的關(guān)注與重視,品牌戰(zhàn)略也逐漸成為未來(lái)信息產(chǎn)品市場(chǎng)中豐要的競(jìng)爭(zhēng)手段。我國(guó)品牌戰(zhàn)略的理論研究和實(shí)踐起步比較晚,層次較低,所以還需要更多更深入的對(duì)它進(jìn)行研究分析。 本文從對(duì)圖書(shū)館品牌殫論基礎(chǔ)分析入手,分析了目前我國(guó)圖書(shū)館品牌建設(shè)狀況,對(duì)高校圖書(shū)館實(shí)施品牌戰(zhàn)略的原因和可行性條件作了論述。提出了圖書(shū)館品牌戰(zhàn)略實(shí)施的完整框架,按照品牌戰(zhàn)略實(shí)施程序,結(jié)合圖書(shū)館品牌建設(shè)實(shí)際案例,對(duì)高校圖書(shū)館戰(zhàn)略實(shí)施作了整體規(guī)劃,在圖書(shū)館品牌定位、品牌形象塑造、品牌信息傳播、品牌的維護(hù)和品牌延伸等環(huán)節(jié)作了深入的探討。其中品牌形象的塑造、品牌信息傳播和品牌的維護(hù)三個(gè)環(huán)節(jié)是論述的重點(diǎn):從理念、行為制度和外觀標(biāo)識(shí)幾方面對(duì)圖書(shū)館品牌形象進(jìn)行了設(shè)計(jì),在說(shuō)明品牌宣傳手段的同時(shí)也指出了宣傳時(shí)要注意的要點(diǎn),提出要采用管理和法律兩種手段對(duì)品牌進(jìn)行維護(hù)。然后通過(guò)案例分析出我國(guó)高校圖書(shū)館在實(shí)施品牌戰(zhàn)略時(shí)獲得的幾點(diǎn)啟示。通過(guò)論述希望有更多的人來(lái)關(guān)注和研究圖書(shū)館的品牌建設(shè),創(chuàng)出我國(guó)的高校圖書(shū)館名牌,實(shí)現(xiàn)高校圖書(shū)館的可持續(xù)發(fā)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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：G258.6

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王曉麗;;高校圖書(shū)館品牌建設(shè)的若干思考[J];呂梁學(xué)院學(xué)報(bào);2011年04期

相關(guān)碩士學(xué)位論文 前1條

1 李江瑞;以提升圖書(shū)館競(jìng)爭(zhēng)力的品牌管理研究[D];西北大學(xué);2011年

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本文編號(hào)：2406576