我国大学出版社品牌传播效果实证分析

发布时间：2018-04-11 08:22

本文选题：大学出版社 + 品牌　；参考：《华中农业大学》2009年硕士论文

【摘要】： 近年来,大学出版社在整体经济发展中的地位和在出版行业中的分量日益提高。随着市场竞争的加剧,它们作为或事业制单位,或企业制单位,都逐渐认识到建设强有力的品牌是何其重要。与此同时,提高其品牌传播的效果成为很多学者共同关心的话题。本文将影响大学出版社品牌传播效果的因素作为研究重点,探索相应的措施和途径以提高我国大学出版社品牌传播的效果,从而使大学出版社有限的资源得到更合理的利用,加快其成长的步伐。具体研究内容如下。第一部分前言:主要介绍研究的背景、目的、意义及本研究的基本思路、研究内容。第二部分理论基础——出版社品牌传播效果理论的文献回顾:主要介绍本研究的理论基础,对大学出版社及其品牌、品牌传播理论及传播效果理论等做了述评,并在此基础上形成本研究的框架。第三部分实证研究设计:主要介绍了本研究的实证设计思路,包括问卷中变量的界定、研究假设的提出、研究框架的确定以及调查样本的选择、问卷内容的设计、分析方法的选择等内容。第四部分实证研究分析:利用统计软件SPSS13.0对回收的调查问卷的数据进行分析,具体包括:数据来源说明、描述性分析、相关性分析和综合分析等。第五部分研究结论及建议:首先总结实证研究的结果——影响品牌传播效果每个方面的因素;之后,在研究结论的基础上,从传播主体、传播内容和传媒媒介、传播受众和传播环境等方面分别提出了大学出版社品牌传播效果提高的措施以及对后续研究的建议。
[Abstract]:In recent years, university publishing houses in the overall economic development and in the publishing industry increasingly important.With the aggravation of market competition, they have come to realize how important it is to build strong brands as institutions or enterprises.At the same time, improving the effect of brand communication has become a common concern of many scholars.This paper focuses on the factors that affect the effect of brand communication of university publishing houses, and explores the corresponding measures and ways to improve the effect of brand communication of university publishing houses in China, so that the limited resources of university publishing houses can be used more reasonably.Accelerate the pace of its growth.The specific contents of the study are as follows.The first part introduces the background, purpose, significance, basic ideas and contents of the research.The second part is the literature review of the theory of brand communication effect of publishing house. It mainly introduces the theoretical basis of this research, and reviews the theory of university publishing house and its brand, brand communication theory and communication effect theory, etc.On this basis, the framework of this study is formed.The third part of empirical research design: mainly introduces the empirical design ideas of this study, including the definition of variables in the questionnaire, research hypotheses, the determination of the research framework, the selection of survey samples, the design of the questionnaire content.Selection of analytical methods and so on.The fourth part of the empirical analysis: the use of statistical software SPSS13.0 to analyze the data collected questionnaire, including: data source description, descriptive analysis, correlation analysis and comprehensive analysis.The fifth part of the research conclusions and recommendations: first, the results of empirical research-factors affecting the effect of brand communication, and then, on the basis of the conclusions, from the main body of communication, content and media,The communication audience and communication environment respectively put forward the measures to improve the effect of brand communication of university publishing house and suggestions for follow-up research.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;G239.22

【参考文献】