中美大学出版社品牌比较研究

发布时间：2018-03-07 09:39

本文选题：中美大学出版社　切入点：出版品牌　出处：《北京印刷学院》2009年硕士论文　论文类型：学位论文

【摘要】： 大学出版社是隶属于大学管理,以大学校园为依托,服务于大学教育,以学术出版和教材出版为主要使命的出版机构。中国大学出版社经过20多年的快速发展,正在以其强劲的发展势头成为中国出版业的一支重要生力军,在管理体制、运作机制、选题策划、营销渠道等方面都有了长足发展。目前,一部分大学出版社已经成为出版行业中的龙头企业,建立起自己的图书品牌,产生了一定的品牌效应与品牌效益。美国大学出版社与中国大学出版社有很多不同,其非营利性使得它们能够专注于学术繁荣和知识传播,在全球学术界拥有重要影响和地位,形成权威的学术品牌,为学术发展和知识积累做出巨大贡献。本文以中美大学出版社的发展和品牌建设为研究对象,在发展历史、体制特征、品牌定位、品牌发展战略、品牌规模与影响等若干方面进行对比研究。论文共分五章：第一章主要是对选题背景、选题意义和研究现状的阐述。第二章对大学出版社品牌概念进行界定,包括界定出版社品牌以及论述大学出版社品牌的特殊性。第三章对中美大学出版社品牌进行对比,从括发展历史、体制特征、品牌定位、品牌战略、规模影响等若干方面进行比较研究。第四章对有代表性的中美大学出版社品牌进行实例分析,包括北京大学出版社、中国人民大学出版社、广西师范大学出版社、哈佛大学出版社、约翰·霍普金斯大学出版社核芝加哥大学出版社。第五章总结美国大学出版社值得借鉴的经验,为中国大学出版社品牌建设提出建议。
[Abstract]:University Press is a publishing institution that belongs to university management, relies on university campus, serves university education, and takes academic publishing and textbook publishing as its main mission. China University Press has developed rapidly for more than 20 years. With its strong development momentum, it is becoming an important new force in the Chinese publishing industry. It has made great progress in the aspects of management system, operation mechanism, topic selection and planning, marketing channels, etc. At present, Some university publishing houses have become the leading enterprises in the publishing industry, and they have established their own book brands, which have produced certain brand effects and brand benefits. There are many differences between American university publishing houses and Chinese university publishing houses. Their non-profit nature enables them to focus on academic prosperity and knowledge dissemination, to have an important influence and position in the global academic community, to form authoritative academic brands, and to make great contributions to academic development and knowledge accumulation. This paper takes the development and brand construction of the University Press of China and America as the research object, and carries on the comparative research in the development history, the system characteristic, the brand positioning, the brand development strategy, the brand scale and the influence and so on. The first chapter is the background of the topic, the significance of the topic and the status quo of the study. The second chapter defines the concept of university publishing house brand, including defining publishing house brand and discussing the particularity of university publishing house brand. The third chapter makes a comparison between Chinese and American University Press brands, including the history of development, institutional characteristics, brand positioning, brand strategy, scale impact and other aspects of comparative research. Chapter 4th analyzes the representative brands of Chinese and American University Press, including Peking University Press, Renmin University Press of China, Guangxi normal University Press, Harvard University Press, Johns Hopkins University Press, University of Chicago Press. Chapter 5th summarizes the experience of American University Press, and puts forward some suggestions for the brand construction of Chinese University Press.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G239.1-F

【引证文献】