打造圖書館文創品牌－以國立臺灣圖書館為例

國立臺灣圖書館自2008年起，為了創造館藏的多元價值，開始以「推廣臺灣歷史文化」為文創品的核心概念，應用館內豐富的數位典藏資源與各產業合作，開發兼具文化性、趣味性與獨特性的文創品，經過多年持續開發，累積了相當大的產品量能。成立品牌，匯集量能，並塑造品牌形象，強化行銷推廣成為當前圖書館文創發展的重要課題。2020年與專業團隊合作，借助業界資源整合及產業合作的經驗，打造「臺圖文創」品牌，透過跨領域的創意激盪及不同視角，建立品牌基礎。經過品牌概念分析、建立品牌識別系統，進行品牌行銷規劃，持續增加品牌價值，並經營與消費者的關係。本文就以國立臺灣圖書館異業結盟進行品牌建置的實際案例，說明其文創發展及「臺圖文創」品牌分析。

關鍵字

文創品牌；圖書館；文創產業；異業結盟

並列摘要

Since 2008, the National Taiwan Library, by using its rich digital collection resources and in collaboration with various industries, has been developing souvenirs that are culturally relevant, interesting and unique based on the core concept of ＂promoting Taiwan's history and culture＂ in order to create diversified values for its collections, and has built up an enormous product capacity after years of continued development. Branding, pooling of resources, building a brand image and strengthening marketing and promotion have become important issues in the development of library culture and creativity. In 2020, the library, by partnering with a professional team and drawing on integrated industry resources and experience of industry collaboration, created the ＂National Taiwan Library Culture and Creativity＂ brand and laid the foundations for the brand through interdisciplinary creative stimulation and different perspectives. By means of brand concept analysis, brand identity development and brand marketing planning, it continues to add value to the brand and manage its relationship with consumers. This article illustrates the development of the library's culture and creativity and the analysis of the ＂NTL Culture Creativity＂ brand, using a real-life example of brand building through its cross-industry alliances.

並列關鍵字

Cultural and creative brand ； Library ； Culture and creative industry ； horizontal alliances

參考文獻

de Chernatony, L. and McWilliam, G., 1989, “The Strategic Implications of Clarifying How Marketers Interpret ‘Brands’,”Journal of Marketing Management”, Vol. 5, No. 2,153-171.