出版社品牌形象分析研究
发布时间：2019-07-08 19:25
【摘要】： 随着出版转制的进程进入尾声,出版社摆脱了体制的束缚,但是也面临着激烈的竞争,特别是在出版全球化的大趋势下,国内出版社也开始重视品牌化发展战略。但是由于长期体制的束缚,出版社还没有能够形成一套完善的品牌管理的机制,因此在投入巨大人力物力作品牌推广时,却常常走入了品牌发展的误区,不但没有能够提升出版社的品牌价值,相反却耗费了出版社有限的内部资源。 品牌形象是涉及品牌中的各个要素,也是贯穿于品牌发展的各个环节,他是读者对于出版社品牌的整体反馈。当前在读者为导向的市场中,读者所形成的出版品牌形象是当前出版社品牌发展战略的重要依据。 品牌形象中包含了出版社形象、图书形象、读者形象,三者是相互促进,相互影响的有机整体。品牌形象系统是一个动态的过程,不单单随着外部环境的转变,而且内部的三种要素也在细微变动,这种细微的变动虽然变动不明显,但是却能够影响到图书品牌,甚至影响到整个出版社的发展战略。通过品牌形象的预测就可以对品牌发展中存在的问题进行深入的分析,及时找到应对的措施。而这种敏锐的预测能力是当前出版社所缺乏的,这也是当前出版社品牌发展成效不明显的重要原因。因此,做好细致的品牌形象预测是当前出版社品牌发展的重要环节。 本文一共分为四个章:第一章,绪言。介绍本文研究的背景、研究的意义及研究的目标进行。第二章,出版品牌形象的概述。分别对出版行业中的品牌形象的概念进行界定及辨析,并且对品牌形象的特点、功能、构成进行了深入的分析,并讨论了国内外出版企业的品牌形象的现状。第三章,利用贝尔模型进行出版品牌形象评测。分析了贝尔模型的利用依据和贝尔模型的主要构成,以及不足。利用贝尔模型进行基于静态中的品牌形象案例解析。第四章,品牌推广中的品牌形象评测。分析了品牌形象是一个动态的系统,细微的变化可能对品牌形象造成影响,通过各种理论及案例分析,就国内出版品牌推广过程中品牌形象构成要素之间的动态联系进行了剖析,并且提出品牌形象预测在出版实际中的应用。最后一部分是结束语,对本文的内容做出简要的概括和总结。
[Abstract]:With the process of publishing transformation coming to an end, publishing houses have got rid of the shackles of the system, but they are also facing fierce competition, especially under the general trend of publishing globalization, domestic publishing houses have also begun to attach importance to the brand development strategy. However, due to the bondage of the long-term system, the publishing house has not yet been able to form a set of perfect brand management mechanism, so when it invests great manpower and material resources in brand promotion, it often enters the misunderstanding of brand development, which not only fails to enhance the brand value of the publishing house, but consumes the limited internal resources of the publishing house. Brand image is related to the various elements of the brand, but also runs through every link of brand development, it is the reader's overall feedback on the publishing house brand. At present, in the reader-oriented market, the publishing brand image formed by readers is an important basis for the brand development strategy of publishing houses. Brand image includes publishing house image, book image, reader image, three are mutual promotion, mutual influence of the organic whole. Brand image system is a dynamic process, not only with the change of external environment, but also with the three internal elements are also slightly changing. Although this subtle change is not obvious, it can affect the book brand, and even affect the development strategy of the whole publishing house. Through the prediction of brand image, we can deeply analyze the problems existing in brand development and find out the measures to deal with it in time. This kind of keen prediction ability is lacking in the publishing house at present, which is also an important reason why the brand development effect of the publishing house is not obvious at present. Therefore, to do a good job of careful brand image prediction is an important link in the current brand development of publishing houses. This paper is divided into four chapters: the first chapter, introduction. This paper introduces the background of this study, the significance of the study and the objectives of the study. The second chapter, the overview of publishing brand image. This paper defines and discriminates the concept of brand image in publishing industry, analyzes the characteristics, functions and composition of brand image, and discusses the present situation of brand image of publishing enterprises at home and abroad. In the third chapter, the Bell model is used to evaluate the publishing brand image. The utilization basis of Bell model and the main composition of Bell model are analyzed. Bell model is used to analyze the case of brand image based on static state. The fourth chapter, brand image evaluation in brand promotion. This paper analyzes that brand image is a dynamic system, and that subtle changes may have an impact on brand image. Through various theories and case studies, this paper analyzes the dynamic relationship between the constituent elements of brand image in the process of domestic publishing brand promotion, and puts forward the application of brand image prediction in publishing practice. The last part is the conclusion, which makes a brief summary and summary of the content of this paper.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.22-F;F273.2
本文编号：2511820
[Abstract]:With the process of publishing transformation coming to an end, publishing houses have got rid of the shackles of the system, but they are also facing fierce competition, especially under the general trend of publishing globalization, domestic publishing houses have also begun to attach importance to the brand development strategy. However, due to the bondage of the long-term system, the publishing house has not yet been able to form a set of perfect brand management mechanism, so when it invests great manpower and material resources in brand promotion, it often enters the misunderstanding of brand development, which not only fails to enhance the brand value of the publishing house, but consumes the limited internal resources of the publishing house. Brand image is related to the various elements of the brand, but also runs through every link of brand development, it is the reader's overall feedback on the publishing house brand. At present, in the reader-oriented market, the publishing brand image formed by readers is an important basis for the brand development strategy of publishing houses. Brand image includes publishing house image, book image, reader image, three are mutual promotion, mutual influence of the organic whole. Brand image system is a dynamic process, not only with the change of external environment, but also with the three internal elements are also slightly changing. Although this subtle change is not obvious, it can affect the book brand, and even affect the development strategy of the whole publishing house. Through the prediction of brand image, we can deeply analyze the problems existing in brand development and find out the measures to deal with it in time. This kind of keen prediction ability is lacking in the publishing house at present, which is also an important reason why the brand development effect of the publishing house is not obvious at present. Therefore, to do a good job of careful brand image prediction is an important link in the current brand development of publishing houses. This paper is divided into four chapters: the first chapter, introduction. This paper introduces the background of this study, the significance of the study and the objectives of the study. The second chapter, the overview of publishing brand image. This paper defines and discriminates the concept of brand image in publishing industry, analyzes the characteristics, functions and composition of brand image, and discusses the present situation of brand image of publishing enterprises at home and abroad. In the third chapter, the Bell model is used to evaluate the publishing brand image. The utilization basis of Bell model and the main composition of Bell model are analyzed. Bell model is used to analyze the case of brand image based on static state. The fourth chapter, brand image evaluation in brand promotion. This paper analyzes that brand image is a dynamic system, and that subtle changes may have an impact on brand image. Through various theories and case studies, this paper analyzes the dynamic relationship between the constituent elements of brand image in the process of domestic publishing brand promotion, and puts forward the application of brand image prediction in publishing practice. The last part is the conclusion, which makes a brief summary and summary of the content of this paper.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.22-F;F273.2
【引证文献】
相关硕士学位论文 前1条
1 杜丽婷;旅游杂志的品牌形象塑造研究[D];西北大学;2011年
，本文编号：2511820
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