浅谈互联网时代专业出版社的品牌战略

发布时间：2018-01-29 05:00

本文关键词： 专业出版社品牌战略定位品牌组合品牌营销品牌延伸社交媒体营销　出处：《编辑学刊》2017年03期 　论文类型：期刊论文

【摘要】：专业出版社的品牌,是在某细分领域深耕细作数年甚至数十年辛苦建设和耕耘的。如果品牌意识薄弱且没有系统的品牌战略,在竞争激烈的出版市场,很难维持自己的核心竞争力。品牌战略,可以简化为"品牌架构"和"品牌决策"。专业出版社首先要自我定位,明晰自己的品牌形象,并剖析品牌层级。而品牌营销和品牌延伸体现的正是品牌组合在广度和深度上的拓展。互联网时代,品牌的本质并未改变,改变的是品牌与消费者的互动方式。因此,出版社的品牌战略也要与时俱进,创新的品牌战略必将带来丰厚的效益。
[Abstract]:The brand of professional publishing house, is in a subdivision field deep ploughing for years or even decades of hard construction and hard work. If brand awareness is weak and there is no systematic brand strategy, in the competitive publishing market. It is very difficult to maintain their core competitiveness. Brand strategy can be simplified as "brand structure" and "brand decision". Professional publishers should first of all position themselves and clarify their brand image. And analyze the brand level. And brand marketing and brand extension is the brand combination in the breadth and depth of the expansion. The Internet era, the essence of the brand has not changed. Therefore, the brand strategy of the publishing house should also keep pace with the times, and the innovative brand strategy will bring rich benefits.
【作者单位】：格致出版社;
【分类号】：F273.2;G239.22
【正文快照】： 随着消费者的生活变得越来越繁忙和复杂,品牌所具有的降低风险和简化决策的能力成了无价之宝。品牌是企业对消费者的承诺,以换取消费者的忠诚。据研究,有品牌忠实度的消费者愿意为喜爱的品牌支付20%—25%的溢价。出版是一个比较特殊的行业,其提供给消费者(读者)的是知识产品(

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