序 “鴻雁悅讀”：公共文化服務的“中國創新” ······································ 1
前 言···························································································· 1
章 緒論··················································································· 1
一、高質量發展與城市閱讀品牌建設 ················································ 1
二、我國城市閱讀品牌建設現狀 ······················································ 6
三、城市閱讀品牌的研究現狀 ························································17
第二章 城市閱讀品牌構建與創新 ····················································· 23
一、閱讀品牌定位策劃 ··································································23
二、閱讀品牌標識設計 ··································································30
三、城市閱讀品牌組織運營 ····························································37
四、城市閱讀品牌宣傳推廣 ····························································45
五、城市閱讀品牌持續發展 ····························································52
六、公共圖書館在城市閱讀品牌建設和推廣中的作用 ··························57
第三章 呼和浩特市“鴻雁悅讀”計劃 ··············································· 63
一、“鴻雁悅讀”計劃的建設背景 ····················································63
二、“鴻雁悅讀”計劃的核心理念 ····················································81
三、“鴻雁悅讀”計劃的構建運營 ····················································86
四、“鴻雁悅讀”計劃的創新經驗 ·················································· 147
五、“鴻雁悅讀”計劃的未來展望 ·················································· 173
第四章 “鴻雁悅讀”計劃繫列品牌活動典型案例 ································· 183
一、鴻雁書房：新時代高品質公共文旅服務空間 ······························ 183
二、鴻雁大講堂：說古論今弘揚核心價值觀 ···································· 193
三、鴻雁傳書：讀思寫傳一體化閱讀推廣活動 ································· 198
四、“閱趣小嘎魯”：創新少兒閱讀推廣品牌活動 ····························· 201
五、敕勒川閱讀季：傳統與現代交融的全民閱讀推廣活動 ·················· 205
六、經典朗讀大賽：品讀經典 滋養心靈 ········································· 211
七、“公交服務”模式：公共閱讀服務可及性新突破 ························· 214
八、文化扶貧：激發自信助推鄉村振興 ·········································· 217
九、“青城記憶”：述往思來培育文化自信 ······································ 221
第五章 城市閱讀品牌的發展趨勢 ···················································· 225
一、政府主導社會化發建設格局 ······································· 225
二、線上線下融合互動的靈活服務體繫 ·········································· 230
三、文旅融合將成為創新著力點 ··················································· 234
四、未來將面臨的挑戰與發展困境 ················································ 239
附 錄························································································· 242
附錄一 “鴻雁悅讀”計劃入選中共中央組織部《貫徹落實習近平新時
代中國特色社會主義思想、在改革發展穩定中攻堅克難案例》 ···· 242
附錄二 關於印發《內蒙古自治區“鴻雁圖書悅讀”三年行動計劃
（2018—2020 年）》的通知 ··············································· 251
附錄三 關於印發《關於進一步扎實推進“鴻雁悅讀”計劃的實施意
見》的通知 ··································································· 262
附錄四 “鴻雁悅讀”體繫建設與服務規範 ······································ 269
附錄五 “鴻雁悅讀”項目宣傳片腳本 ············································ 278
附錄六 “鴻雁悅讀”計劃國際圖書館界獎項申報文本 ······················ 282
附錄七 “鴻雁悅讀”計劃相關媒體報道列表 ··································· 299
後 記························································································· 314
