在公共文化事业单位“免费开放”的新形势下,群众艺术馆(文化馆)应当认识到自身的服务属性,重视对群众文化活动品牌的建设,提升公共文化服务水平,以期在政府和群众心中获得更为广泛的认可。笔者结合自身工作实际,以岳阳市群众艺术馆现有的几个活动之整合,探求“乐活岳阳”系列群众文化活动的品牌建设。 Under the new situation of public cultural institutions “free and open ”, the mass art museum should recognize its own service attributes, attach importance to building the brand of mass cultural activities and enhance the level of public cultural services, with a view to establishing a harmonious relationship between the government and the masses The hearts of the more widely recognized. Based on the actual work of the author, the author takes the integration of several existing activities of the mass art museum in Yueyang and explores the brand building of mass cultural activities such as “Yuehu Yueyang” series.