【摘要】：在出版品牌構(gòu)建中,書(shū)籍設(shè)計(jì)是品牌傳播中的重要一環(huán),依靠視覺(jué)傳播,它直接影響著書(shū)籍的銷(xiāo)售,或者說(shuō)直接影響著讀者的購(gòu)買(mǎi)行為。因此,如何通過(guò)書(shū)籍設(shè)計(jì)來(lái)樹(shù)立出版品牌的地位至關(guān)重要。當(dāng)然,書(shū)籍設(shè)計(jì)對(duì)于品牌的視覺(jué)傳播并非孤立完成,而是作為出版形象塑造的視覺(jué)載體,與品牌發(fā)展歷程與經(jīng)營(yíng)理念緊密相關(guān),在出版品牌傳播中起到至關(guān)重要的作用。本文選取企鵝品牌成功的案例,從書(shū)籍設(shè)計(jì)和品牌傳播的視角出發(fā),以企鵝書(shū)籍設(shè)計(jì)史和品牌發(fā)展史為主線(xiàn),通過(guò)企鵝品牌發(fā)展的背景與成因,著重講述書(shū)籍設(shè)計(jì)對(duì)企鵝品牌風(fēng)格的構(gòu)建,繼而探討了書(shū)籍設(shè)計(jì)對(duì)企鵝品牌傳播的視覺(jué)審美與文化構(gòu)建,最后論述了企鵝書(shū)籍設(shè)計(jì)對(duì)品牌傳播的價(jià)值與意義。本文主要從書(shū)籍設(shè)計(jì)對(duì)品牌風(fēng)格、品牌審美、品牌文化三方面的構(gòu)建中闡述書(shū)籍設(shè)計(jì)在品牌傳播中身份構(gòu)建,進(jìn)而認(rèn)識(shí)設(shè)計(jì)如何與品牌營(yíng)銷(xiāo)、創(chuàng)新、戰(zhàn)略相結(jié)合,如何從傳統(tǒng)傳播方式向現(xiàn)代傳播方式過(guò)程中塑造出版品牌,如何詮釋藝術(shù)和商業(yè)的完美結(jié)合,也為當(dāng)今的低迷的出版業(yè)提供一個(gè)理論實(shí)例和依據(jù)。
[Abstract]:In the construction of publishing brand, book design is an important link in brand communication. Depending on visual communication, it directly affects the sales of books, or the purchase behavior of readers. Therefore, how to establish the position of publishing brand through book design is very important. Of course, book design is not isolated for the visual communication of the brand, but as a visual carrier of publishing image shaping, closely related to the brand development process and business philosophy, and plays a vital role in the publication brand communication. This article selects the penguin brand successful case, from the book design and the brand dissemination angle of view, takes the penguin book design history and the brand development history as the main line, through penguin brand development background and the cause of formation, This paper focuses on the construction of the penguin brand style by the book design, then discusses the visual aesthetic and cultural construction of the penguin brand communication by the book design, and finally discusses the value and significance of the penguin book design to the brand communication. This paper expounds the identity construction of book design in brand communication from three aspects of book design: brand style, brand aesthetics and brand culture, and then understands how to combine design with brand marketing, innovation and strategy. How to mold the publishing brand from the traditional mode of communication to the modern mode of communication, and how to interpret the perfect combination of art and commerce, also provide a theoretical example and basis for the present depressed publishing industry.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：J524

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 任翔;;“出版+互聯(lián)網(wǎng)”:歐美出版集團(tuán)的跨界并購(gòu)與融媒創(chuàng)新[J];科技與出版;2015年10期

2 ;企鵝圖書(shū):給好書(shū)應(yīng)有的待遇[J];銷(xiāo)售與市場(chǎng)(評(píng)論版);2014年11期

3 高笛;;企鵝:生活處處有圖書(shū)[J];出版人;2014年09期

4 陳曉蕾;;論品牌效應(yīng)在營(yíng)銷(xiāo)中的作用[J];財(cái)經(jīng)界(學(xué)術(shù)版);2013年11期

5 劉艷玲;張國(guó)斌;;論科技文明進(jìn)步對(duì)書(shū)籍設(shè)計(jì)的影響[J];美與時(shí)代(上);2012年11期

6 黃銳;;企鵝公司技術(shù)創(chuàng)新的啟示——利用現(xiàn)代技術(shù)實(shí)現(xiàn)圖書(shū)增值[J];出版參考;2008年30期

7 鄭美玉;;臺(tái)灣企鵝圖書(shū)海外拓展經(jīng)驗(yàn)[J];出版參考;2006年24期

8 林陽(yáng);品牌戰(zhàn)略與可持續(xù)發(fā)展[J];編輯之友;2001年06期

，

本文編號(hào)：2195808