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。

如何做好阅读推广活动乃至使之成为品牌，恐怕是广大图书馆同人在工作会面临的问题。

呼和浩特市鸿雁悦读计划超越一馆一城的局限，结合区域特色打造了高质量的全民阅读品牌，展现了普遍的适用性，其经验值得向全国图书馆同人宣传推广。本书展示了该项目从策划到实施的全过程，还辅以案例以及规范文件和宣传、奖项申报文本，可以说毫无保留地将该计划的创造过程和成功路径分享给读者。

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

（20182020 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