从传媒定位视角看出版文化品牌营销策略——以广西师范大学出版社“理想国”品牌为例
发布时间：2019-06-27 08:21
【摘要】：正近年来,随着数字出版的崛起、文化体制的改革以及国际巨头的争相加入,我国出版市场面临巨大竞争压力。全国约有600家出版社,年出版图书40余万种。这些出版社按行政区域设立,并在不同专业分工的基础上配备编辑力量以求集聚优势,但在内部机构和出书方向上存在严重同质化的现象。在这样的背景下,不少出版商坦言,出书盈利与非盈利比能够达到3:7已经不太容易。而"理想国"作为广西师范大学出版社2010年推出的文化品
[Abstract]:In recent years, with the rise of digital publishing, the reform of cultural system and the scramble to join the international giants, China's publishing market is facing great competitive pressure. There are about 600 publishing houses in China, publishing more than 400,000 books a year. These publishing houses are set up according to the administrative area and equipped with editing power on the basis of different professional division of labor in order to gather advantages, but there is a serious homogenization phenomenon in the internal organization and the direction of publication. Against this backdrop, many publishers admit that it is no longer easy to publish a profit-to-non ratio of 3:7. As a cultural product launched by Guangxi normal University Press in 2010, the Republic of China is a cultural product launched by Guangxi normal University Press in 2010.
【作者单位】： 四川大学文学与新闻学院;
【分类号】：G239.22
[Abstract]:In recent years, with the rise of digital publishing, the reform of cultural system and the scramble to join the international giants, China's publishing market is facing great competitive pressure. There are about 600 publishing houses in China, publishing more than 400,000 books a year. These publishing houses are set up according to the administrative area and equipped with editing power on the basis of different professional division of labor in order to gather advantages, but there is a serious homogenization phenomenon in the internal organization and the direction of publication. Against this backdrop, many publishers admit that it is no longer easy to publish a profit-to-non ratio of 3:7. As a cultural product launched by Guangxi normal University Press in 2010, the Republic of China is a cultural product launched by Guangxi normal University Press in 2010.
【作者单位】： 四川大学文学与新闻学院;
【分类号】：G239.22
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