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[目的/意义]结合品牌理论和国内外阅读推广现状,分析“书香中国·北京阅读季”品牌化运作特点,为我国全民阅读推广品牌建设提供借鉴与参考。[方法/过程]使用文献、网络和实地等调研方法,对“书香中国·北京阅读季”的品牌化建设进行分析、总结和提炼。[结果/结论]“书香中国·北京阅读季”品牌化建设形成了具有可复制性的城市阅读推广模式,具有强烈的品牌意识、鲜明的形象设计、清晰的定位和活动方案,以及完善的推广平台和全方位的传播体系,为全民阅读推广提供了经验和范本。
[Purpose / Significance] Combining with the brand theory and the status quo of reading and popularizing at home and abroad, this paper analyzes the characteristics of the brand operation of “Book of China, Beijing and Reading Seasons” and provides reference and references for our nationwide reading and promoting brand building. [Methods / Processes] Analyze, summarize and refine the brand building of “The Book of Scented China / Beijing Reading Season” using literature, internet and field research methods. [Result / Conclusion] The brand building of Shuangjian China Beijing Reading Quarter has formed a replicable urban reading and promotion mode, with strong brand awareness, vivid image design, clear positioning and activity plan, and perfect The promotion platform and a full range of communication system, for the promotion of universal reading provides a model and experience.