摘要
文章在分析当前公共图书馆文创开发和品牌建设存在不足的原因之后,借鉴营销学的定位理论提出了图书馆文创开发和品牌建设应该与所在城市定位一致的原则。通过对首都图书馆、上海图书馆和南京图书馆三个案例的分析发现,文创开发和品牌建设比较成功的公共图书馆都在很大程度上遵循了城市定位原则,充分利用所在城市的地方特色资源,发挥其得到公众认同的自然、文化和时代优势,弘扬其符合公众“固有概念”的文脉传统,彰显其城市个性。
The paper analyzes the causes of insufficiency in current cultural and creative product development and brand building of public libraries.It then draws on the positioning theory of marketing to propose the principle that the cultural and creative product development and brand building of libraries should be consistent with the positioning of the cities in which they operate.Through the analysis of three case studies,including the Capital Library,Shanghai Library and Nanjing Library,it is found that the public libraries with more successful cultural and creative product development and brand building have all followed the principle of city positioning to a large extent.It can fully utilize the unique local resources of the city,and leverage its natural,cultural,and contemporary advantages that are recognized by the public.As a result,it can promote its traditional cultural heritage that aligns with the public's"inherent concept"and showcase its urban personality.
出处
《图书馆研究与工作》
2023年第5期58-62,68,共6页
Library Science Research & Work
关键词
城市定位原则
公共图书馆
文创开发
品牌建设
urban positioning principle
public library
cultural and creative product development
brand building
