Kindle品牌运营研究

发布时间：2018-01-10 15:38

本文关键词：Kindle品牌运营研究　出处：《重庆工商大学》2015年硕士论文　论文类型：学位论文

更多相关文章： Kindle 亚马逊 电子书 品牌运营

【摘要】：随着信息技术和网络技术的发展,传统的阅读方式已经发生了变化。电子书因为方便快捷、内容丰富,并且环保的特点,被阅读爱好者所接受。电子书行业的发展方式正逐渐由硬件研发和内容开发向品牌运营转变,同时自媒体的兴起也给电子书的品牌运营带来新的方式和思考。亚马逊Kindle电子书作为全球公认的电子书行业领导品牌,无论在产品构建还是品牌运营上都有很多值得研究的地方。本文以品牌学、传播学为视角,从亚马逊Kindle电子书的产品构建和品牌传播两个方面尝试对其品牌运营进行分析。认为,Kindle阅读器设备的技术创新、产品设计和Kindle电子书平台的内容建设是亚马逊Kindle电子书平台的品牌核心价值。以客户为中心的经营理念、基于品牌核心价值的准确定位、丰富的品牌传播手段等是其成功的品牌运营的主要因素。在品牌传播的过程中不断强化品牌核心价值、建立与用户的情感连接,并且采取了有效的维护手段,使亚马逊Kindle电子书得以保持全球电子书行业领导地位。然而,亚马逊Kindle电子书的入华之路却不顺利,在中国特色的市场环境下,亚马逊Kindle电子书表现出了明显的不适。由于错过了国内电子书市场发展的黄金时期,,在华品牌经营策略也存在失当之处,kindle在国内的发展并不如预期因此文章大胆对其在中国的发展担出了六条建议:重视中国市场,满足消费者需求;加强平台内容建设,丰富电子书资源;借助国际品牌光环,树立品牌形象;扩大社交属性,引导消费者主动传播;强强联合,推进中国版权保护进程;跨平台合作,实现互利共赢。希望能对亚马逊Kindle电子书在中国市场的发展和品牌运营提供有益的帮助,也希望国内的电子书企业可以通过论文的研究和分析得到平台建设和品牌运营的启示。
[Abstract]:With the development of information technology and network technology, the traditional way of reading E-books has changed. Because of convenient, rich in content, and the characteristics of environmental protection, by reading enthusiasts accepted. Development of E-book Industry is changing to the brand operation by hardware development and content development gradually, at the same time, since the rise of the media but also to e-books bring new ways of thinking and brand operation. Amazon Kindle as a leading brand globally recognized E-book Industry, both in product or brand building there are many places worthy of study. This paper takes the brand, the perspective of communication studies, communication from two aspects: Amazon Kindle products and try to build brand the brand operation is analyzed. That technology innovation Kindle reader equipment, product design and Kindle platform construction is an e-book content The core value of the brand's Kindle e-book platform. The customer-centric business philosophy, accurate brand positioning based on core value, rich means of brand communication is a major factor in its successful brand operation. Continue to strengthen the core value of the brand in the process of brand communication, and establish the user's emotional connection, and take effective the maintenance of the Amazon Kindle to maintain the global e-book industry leadership. However, Amazon Kindle into China road is not smooth, the Chinese characteristics of the market environment, Amazon Kindle e-book showed obvious discomfort. Due to missed the golden period, domestic e-book market development, brand management in China there are strategies of misconduct, and development in domestic Kindle as expected this bold on the development of China Tam six recommendations: As the Chinese market, to meet consumer demand; strengthen the construction of platform content, rich e-book resources; with the international brand aura, establish brand image; expand the social attributes, and guide consumers to active communication; combination, promote the Chinese copyright protection process; cross platform cooperation, achieve mutual benefit and win-win. Hope to provide useful help to the Amazon Kindle in Chinese the development of the market and the brand operation, also hope that domestic enterprises can get e-book platform construction and brand operation through the research and analysis of the enlightenment.

【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.63;F273.2

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