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安徽省本科院校图书馆阅读推广品牌建设的研究

【作者】 李慧

【导师】 严贝妮; 宁劲;

【作者基本信息】 安徽大学, 图书情报(专业学位), 2020, 硕士

【摘要】 随着经济发展,物质生活水平的不断提升,人民群众对于精神生活的需求越来越高。阅读有利于启迪智慧,丰盈内心世界,满足人们日益增长的精神文化需要。“全民阅读”已第六次被写入政府工作报告,上升为一项国家战略。将阅读与品牌运作模式有机结合,打造阅读推广品牌,成为当前推进阅读工作的重要手段。高校图书馆具有专业的人才优势,丰富的文献资源,在校园文化建设工作中发挥着不可替代的作用。培育高校图书馆阅读推广品牌,有利于保障阅读活动持久性举办、常态化开展,为广大师生营造良好的阅读环境,建设书香校园。本文以安徽省公立本科院校图书馆为研究对象,通过对安徽省公立本科院校图书馆阅读推广品牌建设的调查与分析,总结当前安徽省本科院校图书馆阅读推广品牌建设现状,发现安徽省本科院校图书馆阅读推广品牌建设存在的问题,对于存在的问题有针对性地提出解决方案,以期促进安徽省本科院校图书馆阅读推广品牌更好地建设和发展。本文主要从八个部分来探讨安徽省本科院校图书馆阅读推广品牌建设的现状以及发展策略:第一部分,即文章的绪论部分,主要介绍本文的研究背景及意义、国内外研究现状、研究内容与方法、创新点,在此基础展开论文写作。第二部分,作为文章的基础理论部分,对本文涉及到的主要概念进行界定,包括品牌、品牌建设、阅读推广品牌三点概念。第三部分,对安徽省本科院校图书馆阅读推广品牌建设的调查设计展开论述,包括调查目的、调查对象、调查方法、调查内容和调查步骤五个方面。第四部分,作为本文的主体部分,选取安徽省内20所公立本科院校图书馆为调查对象,从图书馆阅读推广品牌发展概况、品牌设计、品牌活动、品牌传播、品牌维系五个层面展开深入地调查,了解目前安徽省本科院校图书馆阅读推广品牌建设的基本情况。第五部分,对安徽省本科院校图书馆阅读推广品牌建设现状进行案例分析。选取了安徽工业大学图书馆、安徽农业大学图书馆和安徽师范大学图书馆作为案例研究的对象,总结这三所院校图书馆在打造阅读推广品牌方面的经验与优秀做法。第六部分,对于安徽省本科院校图书馆阅读推广品牌建设存在的较为普遍和突出的问题进行了总结和分析。通过调研,发现安徽省本科院校图书馆阅读推广品牌建设主要存在以下五个问题:阅读推广品牌化运作意识不强;品牌设计不到位;品牌活动内容质量不高;品牌传播力度不足;品牌维系手段不健全。第七部分,根据本文第六部分安徽省本科院校图书馆阅读推广品牌建设存在的问题提出相应的五点建议,即强化品牌运作意识,积极打造阅读推广品牌;做好品牌前期规划,加大品牌设计力度;加强活动创新力度,提升品牌活动内容质量;拓宽宣传渠道,增强传播有序性;完善维系途径,保障读者用户忠诚度。第八部分是结束语,总结本次调查研究的主要内容,并对安徽省本科院校图书馆阅读推广品牌建设进行展望。

【Abstract】 With the development of economy and the continuous improvement of material living standards,people’s demand for spiritual life is increasing.Reading is helpful for enlightening wisdom,enriching the inner world,and meeting people’s growing spiritual and cultural needs."Reading for All" has been written into the government work report for the sixth time,and has risen to a national strategy.The organic integration of reading and brand operation model to create a reading promotion brand has become an important means to promote reading.Being provided with professional talent advantages as well as rich literature resources,university libraries play an irreplaceable role in the construction of campus culture.Cultivating the reading promotion brand of university libraries is conducive to ensuring the persistence and normalization of reading activities,creating a good reading environment for teachers and students,and building a scholarly campus.This paper takes the libraries of public undergraduate universities in Anhui Province as the research object,through the investigation and analysis of the reading promotion brand building of the public undergraduate university libraries in Anhui Province,summarizes the current status of reading promotion brand building in the libraries of Anhui undergraduate universities,and finds Anhui Provincial undergraduate university library reading promotion brand construction problems,and puts forward targeted solutions to the existing problems,with a view to promoting Anhui undergraduate university library reading promotion brand construction and development.This paper mainly discusses the status quo and development strategies of the reading promotion brand construction in Anhui undergraduate university libraries from eight parts:The first part,the introduction of the article,mainly introduces the research background and significance of this paper,the current status of research at home and abroad,the research content and methods,and innovation points.The paper is written on this basis.The second part,as the basic theoretical part of the paper,defines the main concepts involved in this paper,including the three concepts of brand,brand building,and reading promotion brand.The third part discusses the survey design of the reading promotion brand construction of the library of the undergraduate universities in Anhui Province,including five aspects: survey purpose,survey objects,survey methods,survey content and survey steps.The fourth part,as the main part of this paper,selects 20 public undergraduate university libraries in Anhui Province as the survey object,and conducts in-depth investigation from five levels of libraries reading promoting brand development overview,brand design,brand activities,brand communication,and brand maintenance to understands the current basic situation of reading promotion brand construction in Anhui undergraduate university libraries.The fifth part is a case analysis of the status quo of reading promotion brand construction in the libraries of Anhui undergraduate universities.The library of Anhui University of Technology,the library of Anhui Agricultural University and the library of Anhui Normal University were selected as the object of the case study,and the experience and excellent practices of the three university libraries in building the brand of reading promotion were summarized.The sixth part summarizes and analyzes the more common and prominent problems in the reading promotion brand construction of the libraries of undergraduate universities in Anhui Province.Through investigation,it was found that the following five problems exist in the reading promotion brand construction in the libraries of undergraduate universities in Anhui Province: weak awareness of branding and operation of reading and promotion;inadequate brand design;poor quality of brand activities;insufficient brand communication;and unsound means of brands maintenance.The seventh part,aiming at the existed problems of reading promotion brand construction in the undergraduate universities in Anhui Province in the sixth part of this article,put forward the corresponding five suggestions: strengthen the awareness of brand operation and actively build reading promotion brands;do a good job of brand pre-planning and increase the strength of brand design;strengthen the activities’ innovation to improve the qualities of brand activities’ content;broaden publicity channels to enhance the orderliness of communication;improve maintenance methods to ensure the loyalty of readers and users.The eighth part is the concluding remarks,summarizing the main contents of this investigation and research,and looking forward to the reading promotion brand construction of the libraries of undergraduate universities in Anhui Province.

  • 【网络出版投稿人】 安徽大学
  • 【分类号】G258.6;G252.17
  • 【被引频次】1
  • 【下载频次】197
  • 攻读期成果
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