Research On The Construction Of Reading Promotion Brand In The Libraries Of Anhui Province Undergraduate Universities

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.