University Library In China Brand Strategy Research

Under the current fierce competition, the library has to seek the new development pattern in order to sustain itself survival and development in the market competition. The brand theory, as a competitive superior theory suits for the current time, has been given greater emphasis and attention in the library field; brand strategy is gradually becoming the primary competition way in the future information product market. China's brand strategy theory study and practice begins quite late with the low level, a deeper and more studies need to be carried out.This thesis start from the analysis of library brand theory foundation, analyze the national library brand construction status, discuss the implementation of university library brand strategy's reason and feasibility condition; propose the library brand strategy implementation's complete frame; based on brand strategy program, taking consideration of library brand establishment examples, my thesis has planned the implementation of the university library strategy and has thoroughly discussed the aspects the library brand orientation, brand image creation, brand information publicity, brand maintenance and brand expansion. The key statement are the brand image creation, brand information publicity and brand maintenance: the library brand image is designed in terms of concept, behavior system and outfit label; the advertisement important points are indicated while explaining the brand advertising channel; I also point out that management and law these two methods shall be adopted to maintain the brand. Afterward, by case study I have summarized a few enlightenments gained from the China's university library brand implementation. Through my discussion, hoping more people shall pay attention to the library brand construction and study it, creating the national university library famous brand to realize China's university library sustainable development.