Bookish Shanghai Brand Building: Current Status, Needs and Optimization Strategies

Abstract

Abstract:

This study focuses on the Bookish Shanghai brand within the context of nationwide reading initiatives. Employing methods such as online research field visits and question naire surveys it systematically reviews the achievements and shortcomings in the brand‘s development. The findingsindicate that while significant progress has been made in building the Bookish Shanghai brand severalissues persist including an underdeveloped brand identity system ineffective coordination mechanismsand an incomplete evaluation framework. Moreover reader demands show notable intergenerationaldivergence. In response drawing on successful brand-building experiences from domestic andinternational cases and integrating the brand lifecycle theory this study proposes targeted optimizationstrategies. The aim is to provide insights for deepening the development of the Bookish Shanghai brandand advancing the national Bookish China strategy.

Key words: Bookish Shanghai, Brand building, Reading promotion

Fang Xiangming, Wang Yixin, Cao Yingjie. Bookish Shanghai Brand Building: Current Status, Needs and Optimization Strategies[J]. Libraly Journal, 2025, 45(417): 29-39.

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