從傳媒定位視角看出版文化品牌營銷策略——以廣西師范大學(xué)出版社“理想國”品牌為例
發(fā)布時(shí)間:2019-06-27 08:21
【摘要】:正近年來,隨著數(shù)字出版的崛起、文化體制的改革以及國際巨頭的爭(zhēng)相加入,我國出版市場(chǎng)面臨巨大競(jìng)爭(zhēng)壓力。全國約有600家出版社,年出版圖書40余萬種。這些出版社按行政區(qū)域設(shè)立,并在不同專業(yè)分工的基礎(chǔ)上配備編輯力量以求集聚優(yōu)勢(shì),但在內(nèi)部機(jī)構(gòu)和出書方向上存在嚴(yán)重同質(zhì)化的現(xiàn)象。在這樣的背景下,不少出版商坦言,出書盈利與非盈利比能夠達(dá)到3:7已經(jīng)不太容易。而"理想國"作為廣西師范大學(xué)出版社2010年推出的文化品
[Abstract]:In recent years, with the rise of digital publishing, the reform of cultural system and the scramble to join the international giants, China's publishing market is facing great competitive pressure. There are about 600 publishing houses in China, publishing more than 400,000 books a year. These publishing houses are set up according to the administrative area and equipped with editing power on the basis of different professional division of labor in order to gather advantages, but there is a serious homogenization phenomenon in the internal organization and the direction of publication. Against this backdrop, many publishers admit that it is no longer easy to publish a profit-to-non ratio of 3:7. As a cultural product launched by Guangxi normal University Press in 2010, the Republic of China is a cultural product launched by Guangxi normal University Press in 2010.
【作者單位】: 四川大學(xué)文學(xué)與新聞學(xué)院;
【分類號(hào)】:G239.22
[Abstract]:In recent years, with the rise of digital publishing, the reform of cultural system and the scramble to join the international giants, China's publishing market is facing great competitive pressure. There are about 600 publishing houses in China, publishing more than 400,000 books a year. These publishing houses are set up according to the administrative area and equipped with editing power on the basis of different professional division of labor in order to gather advantages, but there is a serious homogenization phenomenon in the internal organization and the direction of publication. Against this backdrop, many publishers admit that it is no longer easy to publish a profit-to-non ratio of 3:7. As a cultural product launched by Guangxi normal University Press in 2010, the Republic of China is a cultural product launched by Guangxi normal University Press in 2010.
【作者單位】: 四川大學(xué)文學(xué)與新聞學(xué)院;
【分類號(hào)】:G239.22
【共引文獻(xiàn)】
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