摘要
近年来图书馆文创产业兴起,但面临同质化严重、知名度低、需求量小等发展瓶颈。本文运用文献调研与网络调查法,从品牌建设的角度对国家图书馆、南京图书馆和湖南图书馆的文创开发实践进行介绍与分析,从品牌打造、品牌营销、人才培养、社会参与的角度归纳总结图书馆文创品牌建设策略,以期对未来图书馆文创产业发展提供有益参考。
In recent years,the library cultural and creative industry has risen,but it is facing development bottlenecks such as serious homogeneity,low visibility,and small demand.This article uses literature research and network investigation methods to introduce and analyze the cultural and creative development practices of the National Library,Nanjing Library and Hunan Library from the perspective of brand building,and summarize the library’s cultural and creative brand building strategy from the perspectives of brand building,brand marketing,talent training,and social participation in order to provide a useful reference for the development of the library's cultural and creative industry in the future.
作者
赖璨
陈雅
Lai Can;Chen Ya(School of Information Management,Nanjing University)
出处
《图书馆》
CSSCI
北大核心
2020年第11期102-108,共7页
Library
基金
江苏省高校哲学社会科学重大项目“公共文化服务效能提升的路径与模式研究”(项目编号:2017ZDXM001)研究成果之一。
关键词
图书馆文创
文创产品
文创品牌
文旅融合
Library culture and innovation
Cultural and creative products
Cultural and creative brand
Cultural and tourism integration
作者简介
赖璨(1996-),女,南京大学信息管理学院硕士研究生,研究方向:公共文化服务;陈雅(1965-),女,南京大学信息管理学院教授、博士生导师,研究方向:公共文化服务、公共图书馆管理与服务等。
