基于PEST-SWOT模型的多元主体文化品牌共建策略分析与研究——以中国海洋大学图书馆为例

Research on Multi-Subject Co-Construction Strategy of Cultural Brand Based on PEST-SWOT Model—A Case Study of the Library of Ocean University of China

摘要: 高校图书馆作为校园文化和社会文化建设的重要基地，应充分发挥高等教育知识服务中心与全民阅读主阵地的作用，开展多元主体文化品牌协同共建。本研究在分析图书馆文化品牌建设理论研究现状的基础上，利用PEST-SWOT模型系统评估多元主体合作品牌建设的外部机遇与挑战和内部优势与劣势。结合中国海洋大学图书馆“深蓝书吧”品牌共建实践，从合作机制、合作模式、资源配置、活动体系、空间打造与宣传推广6个维度阐述多元主体共建文化品牌策略，构建“战略导向–资源赋能–多元共治–价值共创”四维协同共建体系。为服务全民阅读战略部署、创新高校图书馆社会文化服务范式、拓展高校图书馆服务边界提供理论参考与实践方案。

Abstract: As an important hub for campus and societal cultural development, university libraries should fully leverage their roles as knowledge service centers in higher education and main platforms for nationwide reading, and carry out collaborative brand-building initiatives among multiple subjects. Based on an analysis of current theoretical research on library cultural branding, this study employs the PEST-SWOT model to systematically assess external opportunities and challenges, as well as internal strengths and weaknesses, in multi-stakeholder cooperative brand construction. Combined with the brand co-construction practice of the “Deep Blue Book Bar” in the Library of Ocean University of China, the paper outlines strategies for multi-stakeholder cultural brand co-construction across six dimensions: collaboration mechanisms, partnership models, resource allocation, activity systems, spatial design, and promotion. A four-dimensional collaborative co-construction system of “strategic orientation—resource empowerment—multi-subject governance—value co-creation” is established. It provides theoretical insights and practical solutions for advancing the national public reading strategy, innovating social and cultural service models for university libraries, and expanding the boundaries of library services.