走出去:话语权、品牌力和传播力
发布时间：2019-04-30 20:05
【摘要】：在由出版大国向出版强国迈进的过程中,直面问题,在理论上提高认识、做好整体设计,在实践中走对路子,是出版走出去必须完成的紧迫任务。话语权定基调、品牌力立主导、传播力奏强音是出版走出去的策略,话语权、品牌力和传播力是出版走出去的着力点。话语权源于出版者的文化自信和文化自觉,品牌力需要出版者坚守和倡导价值观、打造品牌体系,传播力要求出版者锁定传播对象、运用好渠道和平台资源、出版商业运营得法。
[Abstract]:In the process of developing from a big publishing country to a powerful publishing country, it is an urgent task to face up to the problem directly, to improve the understanding in theory, to do a good job in the overall design, and to follow the right path in practice. The key point of publishing is to set the tone of discourse power, to establish the dominant brand, to play the strong sound of communication force is the strategy of publishing going out, the power of discourse, the power of brand and the power of communication. The right to speak derives from the publisher's cultural self-confidence and cultural self-consciousness. Brand strength requires publishers to adhere to and advocate values, build a brand system, and communication power requires publishers to lock in communication objects and make good use of channels and platform resources. Publishing is a good way to run business.
【作者单位】： 湖南人民出版社;
【分类号】：G239.2
[Abstract]:In the process of developing from a big publishing country to a powerful publishing country, it is an urgent task to face up to the problem directly, to improve the understanding in theory, to do a good job in the overall design, and to follow the right path in practice. The key point of publishing is to set the tone of discourse power, to establish the dominant brand, to play the strong sound of communication force is the strategy of publishing going out, the power of discourse, the power of brand and the power of communication. The right to speak derives from the publisher's cultural self-confidence and cultural self-consciousness. Brand strength requires publishers to adhere to and advocate values, build a brand system, and communication power requires publishers to lock in communication objects and make good use of channels and platform resources. Publishing is a good way to run business.
【作者单位】： 湖南人民出版社;
【分类号】：G239.2
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3 贾s，
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