The prosperity of the book market brings competition to the public library. Reference service market is the need for library survival and development. This article, analyzing the competitive environment of library reference service, explores the importance of reference brand construction, the composition of reference brand information and brand value content. At last, the author gives some effective ways.%图书市场的繁荣给公共图书馆带来了竞争，图书参考咨询服务市场是品牌的战场。参考咨询品牌建设是图书馆生存和发展的需要。本文从分析图书馆参考咨询的竞争环境出发，探讨了参考咨询品牌建设的重要性，阐述了参考咨询品牌信息的构成和品牌价值内容，提出了图书馆参考咨询品牌建设的具体有效办法。
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