[目的/意义]探讨移动互联网环境下，如何通过对阅读推广品牌化运作及对阅读品牌社群的教育、引导实现高校图书馆价值，试图为我国高校图书馆阅读品牌创建提供借鉴与参考。[方法/过程]以湘潭大学图书馆话剧《北鸢》排演为例，就读者参与阅读品牌创建的过程、特征、经验等品牌运营要素进行分析。[结果/结论]高校图书馆阅读品牌创建，首先需要发挥阅读品牌社群的作用，进一步强化阅读推广的品牌化运作，让读者社群成为图书馆品牌的创建者。其次需要强化馆员管理意识，从品牌的设计管理、品牌定位、品牌传播、系统维系等方面进行教育、引导，从而实现我国高校图书馆阅读推广层次与水平的提升。高校图书馆阅读品牌创建是基于营销思维下，将公共文化服务按经营管理理念开展的创新服务。在读者参与阅读品牌创建的过程中需要合理审视，由专业馆员与网络技术人员协作，发挥数字社群的作用，利用阅读社群的口碑传播功能实现品牌创建。
[Purpose/significance] Mobile Internet environment, for the realization of the value of university library, through the reading to promote the brand operation and brand community for reading education, guidance, tries to offer reference for reading brand creation in colleges and universities. [Method/process] Drama "the kite" rehearsal in xiangtan university library as an example, is involved in reading the process of brand creation, brand operation and so on characteristics, experience factor, the analysis shows that the university library reading brand creation, the first thing you need to play to the role of the reading brand community, further strengthen the reading promotion of the brand operation makes readers community library the founder of the brand. Second need to enhance the consciousness of the librarian management, from the design of the brand management, brand positioning, brand communication, system for education and guidance, so as to realize our country university library reading promotion level and level of ascension. [Result/conclusion] The establishment of the university library reading brand is an innovative service based on marketing thinking and the public cultural service is carried out according to the management concept. The readers involved in reading in the process of brand creation need to look at, reasonable by librarians specialist is responsible for making use of network technology, give play to the role of digital community, using the reading community word of mouth function to realize the brand creation.
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