商务印书馆品牌体系研究
发布时间：2019-05-29 07:47
【摘要】：面对风起云涌的市场竞争,品牌的重要性超过了以往的任何时候,出版企业对于品牌构建的重要性有了更加清醒的认识。商务印书馆于1897年创建,如今已走过了115年的历程,从刚开始的一个小小的印刷作坊,逐步发展成为我国首屈-指的出版和文化机构,可以说,商务印书馆已经不仅仅是一个响当当的出版品牌,而是一个文化品牌,其在品牌构建中的经验值得学者们去研究,也值得业界同行借鉴。出版品牌是个复杂的系统,出版品牌的构建是项复杂的工程,用科学的方法,并适当借鉴古老商务印书馆的品牌构建经验,我国出版企业品牌化发展之路一定会是坦途。 本文分为以下六个部分：第一部分为绪论,陈述了选题的背景意义和相关文献综述,以及研究方法和主要内容；第二部分简述了品牌以及出版品牌的概念,用系统论的观点对出版品牌做了系统的划分与解剖,并对商务印书馆的品牌化发展之路进行了概述；第三部分具体分析了商务印书馆品牌体系中的物质系统要素,主要包括出版人——品牌主体的构建、产品——品牌载体的构建两个部分；第四部分具体分析了商务印书馆品牌体系中的行为系统要素,主要包括对内——品牌的管理、对外——品牌的传播两个部分；第五部分,具体分析商务印书馆品牌体系的精神系统要素,主要包括商务印书馆的文化内核与文化担当等；第六部分为结语,对商务印书馆的品牌体系进行整体评价与总结。希望本文能够得出一些对我国出版品牌构建有益的经验与启发性思考。
[Abstract]:In the face of surging market competition, the importance of brand is more important than ever, publishing enterprises have a more clear understanding of the importance of brand construction. Founded in 1897, the Commercial Press has gone through 115 years. Since the beginning of a small printing workshop, it has gradually developed into the first publishing and cultural organization in our country. Commercial printing house is not only a famous publishing brand, but also a cultural brand. Its experience in brand construction is worthy of scholars to study, but also worthy of reference by peers in the industry. Publishing brand is a complex system, the construction of publishing brand is a complex project, with scientific methods, and appropriate reference to the experience of brand construction of ancient commercial printing houses, the brand development of publishing enterprises in China will certainly be an easy way. This paper is divided into the following six parts: the first part is the introduction, which states the background significance of the topic and the related literature review, as well as the research methods and main contents; The second part briefly describes the concept of brand and publishing brand, systematically divides and dissects the publishing brand from the point of view of system theory, and summarizes the way of brand development of commercial printing library. The third part analyzes the material system elements in the brand system of commercial printing house, including the construction of publisher-brand main body and the construction of product-brand carrier. The fourth part analyzes the elements of the behavior system in the brand system of the commercial printing house, including the internal brand management and the external brand communication. The fifth part analyzes the spiritual system elements of the brand system of the commercial printing library, including the cultural core and cultural responsibility of the commercial printing library, and the sixth part is the conclusion, which evaluates and summarizes the brand system of the commercial printing library as a whole. I hope this paper can get some useful experience and enlightening thinking for the construction of publishing brand in our country.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2
本文编号：2487766
[Abstract]:In the face of surging market competition, the importance of brand is more important than ever, publishing enterprises have a more clear understanding of the importance of brand construction. Founded in 1897, the Commercial Press has gone through 115 years. Since the beginning of a small printing workshop, it has gradually developed into the first publishing and cultural organization in our country. Commercial printing house is not only a famous publishing brand, but also a cultural brand. Its experience in brand construction is worthy of scholars to study, but also worthy of reference by peers in the industry. Publishing brand is a complex system, the construction of publishing brand is a complex project, with scientific methods, and appropriate reference to the experience of brand construction of ancient commercial printing houses, the brand development of publishing enterprises in China will certainly be an easy way. This paper is divided into the following six parts: the first part is the introduction, which states the background significance of the topic and the related literature review, as well as the research methods and main contents; The second part briefly describes the concept of brand and publishing brand, systematically divides and dissects the publishing brand from the point of view of system theory, and summarizes the way of brand development of commercial printing library. The third part analyzes the material system elements in the brand system of commercial printing house, including the construction of publisher-brand main body and the construction of product-brand carrier. The fourth part analyzes the elements of the behavior system in the brand system of the commercial printing house, including the internal brand management and the external brand communication. The fifth part analyzes the spiritual system elements of the brand system of the commercial printing library, including the cultural core and cultural responsibility of the commercial printing library, and the sixth part is the conclusion, which evaluates and summarizes the brand system of the commercial printing library as a whole. I hope this paper can get some useful experience and enlightening thinking for the construction of publishing brand in our country.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2
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