摘要
[目的/意义]公共图书馆品牌活动效果评估是图书馆业务工作的一项重要内容。开展活动效果评估,能促使品牌活动的相关决策、资源利用、活动设计与实施、活动的延续变得科学合理,富有效率。[方法/过程]以“重图英语角”品牌活动为例,采用问卷调研法对活动实施效果进行分析和评估。[结果/结论]提出公共图书馆品牌活动构建的思考:树立品牌意识,明确品牌文化定位;重视品牌内容建设,强化活动品牌认知度;提高文化志愿者服务认知,强化品牌团队建设;重视社会合作,建立文化志愿者服务长效机制;重视“关系营销”策略,用创意增强读者粘性。公共图书馆品牌活动应注重自身的文化建设,提供更为人性化的用户体验服务。
[Purpose/significance]The effect evaluation of public library brand activities is an important part of the library business works.Activity effect evaluation can promote the brand activity related decision-making,resource utilization,activity design and implementation,and make the activity continuation more scientific,reasonable,and efficient.[Method/process]Taking the brand activity in Chongqing Library as an example,the implementation effect of the activity was analyzed and evaluated by questionnaire survey.[Result/conclusion]This paper puts forward some thoughts on the construction of public library brand activities:establishing brand awareness and clarifying brand cultural positioning;enhancing the construction of the brand content and the activity awareness;improving the cognition of cultural volunteer service and strengthening the brand team construction;attaching importance to social cooperation and the long-term mechanism of cultural volunteer service;paying attention to the strategy of“relationship marketing”and the promotion of reader loyalty.
作者
潘玲
Pan Ling(Chongqing Library,Chongqing 400037,China)
出处
《图书情报研究》
2020年第1期58-63,83,共7页
Library and Information Studies
基金
中国图书馆学会阅读推广课题“社会力量参与图书馆阅读推广的模式研究”(项目编号:YD2016B27)的研究成果之一
关键词
绩效评估
品牌活动
服务创新
文化定位
performance evaluation
brand activity
service innovation
culture positioning
