[Purpose/significance] Combined with the brand theory and the status of foreign reading promotion, this paper aims at analyzing the characteristics of the brand operation of "Scholarly China·Beijing Reading Festival", and providing references and consultation to promote brand construction for nationwide reading in China. [Method/process] By using literature, network and field research methods, this paper analyzed, summarized and refined the brand construction of "Scholarly China·Beijing Reading Festival". [Result/conclusion] The brand construction of "Scholarly China·Beijing Reading Festival" has formed a reproducible urban reading promotion model, with strong brand awareness, distinctive image design, clear positioning and programs of activities, as well as a perfect promotion platform and a full range of the communication system, providing experience and templates for nationwide reading promotion.
Si Xinli
. Innovating the Mode of Urban Reading and Promotion with Brand Operation——A Case Study of “Scholarly China·Beijing Reading Festival”[J]. Library and Information Service, 2017
, 61(14)
: 85
-93
.
DOI: 10.13266/j.issn.0252-3116.2017.14.012
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