接力出版社的品牌策略分析

发布时间：2018-01-02 21:19

本文关键词：接力出版社的品牌策略分析　出处：《河北大学》2014年硕士论文　论文类型：学位论文

【摘要】：接力出版社在1990年创建，这家出版社主要是从事青少年读物的出版。它始终坚持“让世界读者感受到中国的精彩，让中国读者与世界读书”的出版理念，坚持走内涵式发展道路，不断扩大经营规模，面向市场制定发展策略，争取实现企业快速发展。同时，坚持以读者为本，为读者服务，不断地生产出符合大众需求的新图书，满足了各种年龄阶段的孩子们的多种阅读的需求。它的成功是多方面的，离不开接力出版社所有的员工的努力，离不开政府的支持和帮助，离不开出版社领导层坚持不懈的创新和努力，离不开读者对其的支持和信任。随着接力出版社一系列体制的改革，与之相应的创新措施开始实施，深化内部机制改革，笼络更多的人才和作者，注重员工的培训，图书强调出精品，继而走出去引进来，追求合作，追求卓越。本文包含两方面的研究内容，一方面立足于接力出版的图书出版现状和出版社情况，，一方面对其品牌策略进行分析研究。本文尝试通过内容分析法、比较分析法、个案研究法等方法来直接研究接力出版社在品牌策略上取得的成就。
[Abstract]:Create a relay press in 1990, the publishing house is mainly engaged in Youth Publishing. It always adhere to the "let the world China readers feel wonderful, let the reader and the world book publishing concept Chinese", adhere to the content development, constantly expanding business scale, market oriented development strategy, strive to achieve rapid development enterprise. At the same time, adhere to the readers, service for readers, continue to produce a new book to meet the public demand, to meet the various ages of the children's reading needs.
It is successful in many aspects, cannot do without all the staff to relay press, cannot do without the government's support and help, cannot do without the leadership of the press unremittingly innovation and hard work, cannot do without the support and trust of readers. With the reform of a series of relay press system, innovation and measures the corresponding began, deepen the reform of the internal mechanisms, with more talent and author, emphasis on staff training, book emphasizes quality, then go out to seek cooperation, the pursuit of excellence.
This paper includes two contents, one based on the publication of the book publishing relay status and press, the analysis of brand strategy on the one hand. This paper attempts through the content analysis method, comparative analysis method and case study method to study directly connected press made in brand strategy achievement.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G239.22-F

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