公共图书馆 IP 培育研究——以宁波图书馆“甬图君”品牌为例 bt365手机版_365bet赌城网投

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摘要品牌IP作为图书馆阅读推广的外在价值体现，既是图书馆阅读文化的代表，也是宣传推广的吉祥物，可作为图书馆和读者沟通的媒介，也可作为独立的活动符号来衍生发展。文章以宁波图书馆“甬图君”品牌形象为例，对其IP培育的建设进行总结梳理，可归纳分为概念定义与传播价值、形象开发与设计特点、品牌培育与衍生发展、运维营销与跨界推广。再把握公共图书馆特征，从产生、传播、反馈三端出发，对现有品牌IP形象塑造策略进行服务实践的问题分析，以期服务图书馆IP成长，实现品牌价值的延伸和持续。

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Abstract：As the external value embodiment of library reading promotion, the brand IP is both the representative of library reading culture and the mascot of publicity and promotion. It can be used as a medium of communication between libraries and readers, and can also be developed as an independent activity symbol. This paper takes the brand image of "Yongtujun" of Ningbo Library as an example and summarizes the construction of its IP cultivation. The article introduces the concept definition and communication value, image development and design features, brand cultivation and derivative development, operation and maintenance marketing and cross-border promotion. Then, according to the characteristics of public libraries, the problem analysis of existing brand IP image shaping strategies in terms of generation, dissemination and feedback is carried out for service practice, with a view to serving the growth of library IP and achieving the extension and sustainability of brand value.

引用本文:

应珂. 公共图书馆 IP 培育研究——以宁波图书馆“甬图君”品牌为例[J]. 图书馆研究与工作, 2023, 0(1): 50-.

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http://bjb.zxhcgt.com/CN/ 或 http://bjb.zxhcgt.com/CN/Y2023/V0/I1/50

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