Fu-hsuan Chuang


序號 7
刊名 大學圖書館
年份 2004
出版月份 9月
卷期 Vol.8 No.2
作者 莊馥瑄
作者任職單位 國立臺灣大學圖書資訊學系


關鍵字 品牌品牌經營策略圖書館行銷臺北市立圖書館
頁碼 124-154
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Title A Study on Library Branding Strategy: A Case Study of Taipei Public Library
Author Fu-hsuan Chuang
Author's title Department of Library and Information Science, NTU

Libraries are meant for use. All the services in the library cater to customers’ needs. However, when people need to have information, libraries are not always the top priority to solve their problems. Branding strategies are the means by which marketers differentiate their products/services from competitors. Libraries can apply branding strategies to develop a distinctive image and convey a consistent message to customers about library services. Branding strategies can also help libraries to strengthen the awareness of customers and promote the values of library professional services. This study explores how branding strategies can be applied to libraries, and tries to build a framework of library branding strategies. The study takes Taipei Public Library as an example to investigate the recognition gaps among library customers and librarians about its brand image and brand identity. Finally, a few suggestions are proposed as references for developing Taipei Public Library branding strategies.

Keywords BrandingBranding strategylibrary marketingTaipei public library
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