Research On Brand Marketing Of Reading Promotion Of "Yangtze River Reading Festival" Based On STV Triangle Model

In recent years,"National Reading" has been included in the "Government Work Report" many times,and the "National Reading Regulations" have been included in the legislation of the State Council many times.Libraries are the main front to promote reading for all.The quality of their reading promotion brand marketing directly affects their social influence and competitiveness,but there is no very systematic and in-depth research on the library reading promotion brand under a specific marketing theory.Therefore,in-depth analysis of public library reading promotion brand marketing is of great significance.Firstly,clarifying the related concepts of library STV reading promotion brand marketing,based on the research on library reading promotion and brand marketing related literature.It is analyzed that on the one hand,there are many similarities in business marketing and library marketing,and on the other hand,the three main aspects of STV model "strategy,tactics and value" are consistent with library marketing.The STV model is believed to be applicable in the field of the library reading promotion.Secondly,analysis of the status quo of brand marketing for "Yangtze River Reading Festival" reading promotion under the STV model.This thesis follows three aspects of the STV model in details:Library Strategy,Library Tactics and Library Value,having a deeper understanding and cogitation of "Yangtze River Reading Festival" reading promotion in brand marketing aspect.Thirdly,analysis of the predicament of "Yangtze River Reading Festival" reading promotion.As to "Yangtze River Reading Festival",the market positioning needs to be further precised and the target market is not grasped enough.Some formalistic activities are likely to occur,which cannot really enter the hearts of readers.In addition,there are a lot of homogeneity or simple repetition in content,form and promotion.Also,the social value is not reflected enough,and brand awareness needs to be improved.Fourthly,optimized strategies based on STV model.The first is focusing on market positioning at the strategic level(S),mainly in market positioning,target services,and regionally refined products;the second is a breakthrough in differentiation at the tactical level(T),which is mainly to make breakthroughs in content,service and promotion;the third is to improve the brand at the value level(V),which mainly needs to strengthen the brand marketing awareness,enhancing brand innovation capabilities and deepening social cooperation,and ultimately produce a good social influence and brand effects.Finally,the thesis made a conclusion of the search,put forward its deficiencies,and look forward to the further research on library reading promotion brand marketing,hoping to provide some reference for the research and practice on other reading promotion brands.