本文選題：中美大學(xué)出版社　切入點(diǎn)：出版品牌　出處：《北京印刷學(xué)院》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 大學(xué)出版社是隸屬于大學(xué)管理,以大學(xué)校園為依托,服務(wù)于大學(xué)教育,以學(xué)術(shù)出版和教材出版為主要使命的出版機(jī)構(gòu)。中國大學(xué)出版社經(jīng)過20多年的快速發(fā)展,正在以其強(qiáng)勁的發(fā)展勢頭成為中國出版業(yè)的一支重要生力軍,在管理體制、運(yùn)作機(jī)制、選題策劃、營銷渠道等方面都有了長足發(fā)展。目前,一部分大學(xué)出版社已經(jīng)成為出版行業(yè)中的龍頭企業(yè),建立起自己的圖書品牌,產(chǎn)生了一定的品牌效應(yīng)與品牌效益。美國大學(xué)出版社與中國大學(xué)出版社有很多不同,其非營利性使得它們能夠?qū)Ｗ⒂趯W(xué)術(shù)繁榮和知識傳播,在全球?qū)W術(shù)界擁有重要影響和地位,形成權(quán)威的學(xué)術(shù)品牌,為學(xué)術(shù)發(fā)展和知識積累做出巨大貢獻(xiàn)。 本文以中美大學(xué)出版社的發(fā)展和品牌建設(shè)為研究對象,在發(fā)展歷史、體制特征、品牌定位、品牌發(fā)展戰(zhàn)略、品牌規(guī)模與影響等若干方面進(jìn)行對比研究。論文共分五章： 第一章主要是對選題背景、選題意義和研究現(xiàn)狀的闡述。 第二章對大學(xué)出版社品牌概念進(jìn)行界定,包括界定出版社品牌以及論述大學(xué)出版社品牌的特殊性。 第三章對中美大學(xué)出版社品牌進(jìn)行對比,從括發(fā)展歷史、體制特征、品牌定位、品牌戰(zhàn)略、規(guī)模影響等若干方面進(jìn)行比較研究。 第四章對有代表性的中美大學(xué)出版社品牌進(jìn)行實(shí)例分析,包括北京大學(xué)出版社、中國人民大學(xué)出版社、廣西師范大學(xué)出版社、哈佛大學(xué)出版社、約翰·霍普金斯大學(xué)出版社核芝加哥大學(xué)出版社。 第五章總結(jié)美國大學(xué)出版社值得借鑒的經(jīng)驗(yàn),為中國大學(xué)出版社品牌建設(shè)提出建議。
[Abstract]:University Press is a publishing institution that belongs to university management, relies on university campus, serves university education, and takes academic publishing and textbook publishing as its main mission. China University Press has developed rapidly for more than 20 years. With its strong development momentum, it is becoming an important new force in the Chinese publishing industry. It has made great progress in the aspects of management system, operation mechanism, topic selection and planning, marketing channels, etc. At present, Some university publishing houses have become the leading enterprises in the publishing industry, and they have established their own book brands, which have produced certain brand effects and brand benefits. There are many differences between American university publishing houses and Chinese university publishing houses. Their non-profit nature enables them to focus on academic prosperity and knowledge dissemination, to have an important influence and position in the global academic community, to form authoritative academic brands, and to make great contributions to academic development and knowledge accumulation. This paper takes the development and brand construction of the University Press of China and America as the research object, and carries on the comparative research in the development history, the system characteristic, the brand positioning, the brand development strategy, the brand scale and the influence and so on. The first chapter is the background of the topic, the significance of the topic and the status quo of the study. The second chapter defines the concept of university publishing house brand, including defining publishing house brand and discussing the particularity of university publishing house brand. The third chapter makes a comparison between Chinese and American University Press brands, including the history of development, institutional characteristics, brand positioning, brand strategy, scale impact and other aspects of comparative research. Chapter 4th analyzes the representative brands of Chinese and American University Press, including Peking University Press, Renmin University Press of China, Guangxi normal University Press, Harvard University Press, Johns Hopkins University Press, University of Chicago Press. Chapter 5th summarizes the experience of American University Press, and puts forward some suggestions for the brand construction of Chinese University Press.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G239.1-F

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 馮智勇;生物醫(yī)學(xué)學(xué)術(shù)圖書出版規(guī)律探討與對策研究[D];中國人民解放軍軍事醫(yī)學(xué)科學(xué)院;2011年

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本文編號：1578890