摘要
新型阅读空间作为文化空间的主要类型,其品牌化建设可助力全民阅读推广,对其研究有助于图书馆社会价值的实现。文章采用案例研究法,分析广东省“粤书吧”建设过程中积累的品牌基础和不足之处,提出品牌化发展策略并搭建工作机制框架。以政府为主导、公共文化机构参与的文化空间品牌建设,目标设定应平等对接受众群体的服务需求;内容塑造应发挥公共文化机构的能动作用,并综合利用多种渠道提升品牌影响;品牌运转应通过层级联动实现可持续性。
Building public cultural space can greatly promote the development of public culture.Brand building for new reading spaces,a main type of cultural public space,can power the reading promotion nationwide.Thus,it is of great help to realize library’s social value if researches are done on it.In this paper,case study is used to analyze the foundations and shortcomings of“Canton Reading Bar”Project in Guangdong province,then strategies and framework for brand building are proposed.The paper argues that the brand building of public cultural spaces,led by government and engaged by public cultural institutions,should aim at the service demand of their target audience equally;branded content should be created actively by public cultural institutions;brand impact should be enhanced through multiple channels;and sustainable branding needs to be achieved through coordination among various parties.
出处
《图书馆论坛》
CSSCI
北大核心
2021年第11期136-145,共10页
Library Tribune
基金
广东省文化与旅游厅委托项目“广东省新型阅读空间发展研究”研究成果。
关键词
粤书吧
品牌机制
新型阅读空间
公共文化空间
Canton Reading Bar
branding mechanism
new reading space
public cultural space
作者简介
付婷,中山大学信息管理学院2018级图书馆学硕士研究生;通信作者:周旖(zhouyi37@mail.sysu.edu.cn),博士,中山大学信息管理学院副教授、图书馆学教研室主任。
