Research Of Characteristic Database Brand Building Of University Library

In recent years, characteristic databases of University libraries have developed rapidly, but due to subjective, objective and other factors, there are many problems, especially quality products is particularly scarce. In order to solve the problems of constructing the characteristic database of University library and to realize the development of high-quality products, the dissertation discusses how to apply the theories of brand management into constructing the characteristic database of University library to build the brand of characteristic database of University library from theory, content and implementation on points of view.The first part of the thesis researches and analyses the related research topics, and clarifies the purpose and the content of this research, and elucidate the significances and methods of this research. The second part clarifies the concepts of the characteristic database and brand, and also clarifies brand management theories, the connotation and extension of library brand.The third part researches the prent situation and the problems of the construction of the characteristic database of University library by the literature analysis method and the investigation method, then analyzes the reasons, then propounds it should introduce the concept of brand to construct the characteristic database basing on the analysis of the existing problems and the reasons. The fourth part discusses the necessity and feasibility of the brand construction of the characteristic database of University library, then constructs the theoretical analysis framework, and puts forward the essence of the brand construction, especially highlights four elements of the organic coordination. The fifth part centres on the essence of the brand construction to explain four items of the characteristic database of University library. The sixth part proposes five phases of brand building measures supplementing with cases analyses. The seventh part are conclusions and prospects.The significances of this paper:One is that classifying the problems of the construction of the characteristic database of University library and analysing reasons by classification and induction; The two is to build the theoretical analysis framework of the characteristic database brand construction of University library and to put forward the essence of the characteristic database of University library is the user-centered product strategy which is an organic coordinated mechanism that contains the center element of user, the core element of product, the basic element of management and the communication element of promotion; Three is seting up the brand construction contents of the characteristic database of University library that including four contents of management system, brand positioning, brand value and brand promotion propagation. Four is constructing "early preparation stage-the brand brand planning stage-middle building stage-late brand promotion and propagation stage-the brand maintenance and development stage" the brand construction process of the characteristic database of University library by dividing the brand construction into five stages of initial stage, early time, middle time, late time, and the time after the completion of construction.This paper thinks that applying the brand management theories to the characteristic database construction of University library can provide the new way and angle to resolve the existing problems of the characteristic database.