城市阅读品牌构建与创新

　　本书以呼和浩特市“鸿雁悦读”计划这一成功的城市阅读品牌为起点，全面探讨和论述了城市阅读品牌的构建与创新。全书分为五章：第一章介绍了城市阅读品牌的建设与研究现状；第二章论述了城市阅读品牌的策划设计、组织推广乃至持续发展的全过程，强调了公共图书馆在其中的作用；第三章介绍了“鸿雁悦读”计划的建设背景、核心理念、构建运营、创新经验和未来展望；第四章具体介绍了“鸿雁悦读”计划中的9个案例；第五章展望了城市阅读品牌的发展趋势。另外，本书附有该项目的指导文件、规范、文本等资料。本书可供致力于阅读推广的图书馆人及相关研究者阅读、参考。

　　张浩如，大学本科学历，研究馆员，呼和浩特市图书馆馆长，内蒙古自治区社会科学界联合会社科普及专家咨询委员会委员，内蒙古自治区图书馆学会第八届理事会副理事长，呼和浩特市图书馆学会理事长。呼和浩特市图书馆第一届、第二届理事会副理事长。20I5年以来，主持图书馆参加第三批国家公共文化服务体系示范区创建工作。2017年，在上级部门领导下带领图书馆创新性打造“鸿雁悦读”计划，在全区乃至全国形成示范效应。2019年“鸿雁悦读”作为公共文化服务品牌项目入选中组部编选的《贯彻落实习近平新时代中国特色社会主义思想、在改革发展稳定中攻坚克难案例》丛书文化建设卷。出版《图书馆营销研究》等专著，在核心期刊上发表《大数据时代的图书馆品牌建设与营销》等论文。 刘锦山，博士，北京雷速科技有限公司、北京碧虚文化有限公司董事长。1992年7月毕业于武汉大学化学系，获学士学位；1995年7月毕业于北京大学哲学系，获硕士学位；2014年7月毕业于武汉大学哲学学院，获博士学位。先后在中央党校哲学部、中国学术期刊（光盘版）电子杂志社、北京书生数字技术有限公司工作过，参加、主持过中国期刊网、书生之家数字图书馆、e线图情、方略知识管理系统、哲摄线、碧虚网和碧虚记忆等项目的研发与运营，取得了良好的效益。在《中国文化报》《中国图书馆年鉴》等媒体发表文章数十篇，合作或独立主编《城市阅读品牌构建与创新——“鸿雁阅读”计划》等图书多部。作为第11完成人于1999年获教。育。部。科技进步奖三等奖。

序 “鸿雁悦读”：公共文化服务的“中国创新” ······································ 1
前 言···························································································· 1
第一章 绪论··················································································· 1
一、高质量发展与城市阅读品牌建设 ················································ 1
二、我国城市阅读品牌建设现状 ······················································ 6
三、城市阅读品牌的研究现状 ························································17
第二章 城市阅读品牌构建与创新 ····················································· 23
一、阅读品牌定位策划 ··································································23
二、阅读品牌标识设计 ··································································30
三、城市阅读品牌组织运营 ····························································37
四、城市阅读品牌宣传推广 ····························································45
五、城市阅读品牌持续发展 ····························································52
六、公共图书馆在城市阅读品牌建设和推广中的作用 ··························57
第三章 呼和浩特市“鸿雁悦读”计划 ··············································· 63
一、“鸿雁悦读”计划的建设背景 ····················································63
二、“鸿雁悦读”计划的核心理念 ····················································81
三、“鸿雁悦读”计划的构建运营 ····················································86
四、“鸿雁悦读”计划的创新经验 ·················································· 147
五、“鸿雁悦读”计划的未来展望 ·················································· 173
第四章 “鸿雁悦读”计划系列品牌活动典型案例 ································· 183
一、鸿雁书房：新时代高品质公共文旅服务空间 ······························ 183
二、鸿雁大讲堂：说古论今弘扬核心价值观 ···································· 193
三、鸿雁传书：读思写传一体化阅读推广活动 ································· 198
四、“阅趣小嘎鲁”：创新少儿阅读推广品牌活动 ····························· 201
五、敕勒川阅读季：传统与现代交融的全民阅读推广活动 ·················· 205
六、经典朗读大赛：品读经典 滋养心灵 ········································· 211
七、“公交服务”模式：公共阅读服务可及性新突破 ························· 214
八、文化扶贫：激发自信助推乡村振兴 ·········································· 217
九、“青城记忆”：述往思来培育文化自信 ······································ 221
第五章 城市阅读品牌的发展趋势 ···················································· 225
一、政府主导社会化发展的多元建设格局 ······································· 225
二、线上线下融合互动的灵活服务体系 ·········································· 230
三、文旅融合将成为创新着力点 ··················································· 234
四、未来将面临的挑战与发展困境 ················································ 239
附 录························································································· 242
附录一 “鸿雁悦读”计划入选中共中央组织部《贯彻落实习近平新时
代中国特色社会主义思想、在改革发展稳定中攻坚克难案例》 ···· 242
附录二 关于印发《内蒙古自治区“鸿雁图书悦读”三年行动计划
（2018—2020 年）》的通知 ··············································· 251
附录三 关于印发《关于进一步扎实推进“鸿雁悦读”计划的实施意
见》的通知 ··································································· 262
附录四 “鸿雁悦读”体系建设与服务规范 ······································ 269
附录五 “鸿雁悦读”项目宣传片脚本 ············································ 278
附录六 “鸿雁悦读”计划国际图书馆界奖项申报文本 ······················ 282
附录七 “鸿雁悦读”计划相关媒体报道列表 ··································· 299
后 记························································································· 314