【摘要】：面對(duì)風(fēng)起云涌的市場(chǎng)競(jìng)爭(zhēng),品牌的重要性超過(guò)了以往的任何時(shí)候,出版企業(yè)對(duì)于品牌構(gòu)建的重要性有了更加清醒的認(rèn)識(shí)。商務(wù)印書館于1897年創(chuàng)建,如今已走過(guò)了115年的歷程,從剛開始的一個(gè)小小的印刷作坊,逐步發(fā)展成為我國(guó)首屈-指的出版和文化機(jī)構(gòu),可以說(shuō),商務(wù)印書館已經(jīng)不僅僅是一個(gè)響當(dāng)當(dāng)?shù)某霭嫫放?而是一個(gè)文化品牌,其在品牌構(gòu)建中的經(jīng)驗(yàn)值得學(xué)者們?nèi)パ芯?也值得業(yè)界同行借鑒。出版品牌是個(gè)復(fù)雜的系統(tǒng),出版品牌的構(gòu)建是項(xiàng)復(fù)雜的工程,用科學(xué)的方法,并適當(dāng)借鑒古老商務(wù)印書館的品牌構(gòu)建經(jīng)驗(yàn),我國(guó)出版企業(yè)品牌化發(fā)展之路一定會(huì)是坦途。 本文分為以下六個(gè)部分：第一部分為緒論,陳述了選題的背景意義和相關(guān)文獻(xiàn)綜述,以及研究方法和主要內(nèi)容；第二部分簡(jiǎn)述了品牌以及出版品牌的概念,用系統(tǒng)論的觀點(diǎn)對(duì)出版品牌做了系統(tǒng)的劃分與解剖,并對(duì)商務(wù)印書館的品牌化發(fā)展之路進(jìn)行了概述；第三部分具體分析了商務(wù)印書館品牌體系中的物質(zhì)系統(tǒng)要素,主要包括出版人——品牌主體的構(gòu)建、產(chǎn)品——品牌載體的構(gòu)建兩個(gè)部分；第四部分具體分析了商務(wù)印書館品牌體系中的行為系統(tǒng)要素,主要包括對(duì)內(nèi)——品牌的管理、對(duì)外——品牌的傳播兩個(gè)部分；第五部分,具體分析商務(wù)印書館品牌體系的精神系統(tǒng)要素,主要包括商務(wù)印書館的文化內(nèi)核與文化擔(dān)當(dāng)?shù)龋坏诹糠譃榻Y(jié)語(yǔ),對(duì)商務(wù)印書館的品牌體系進(jìn)行整體評(píng)價(jià)與總結(jié)。希望本文能夠得出一些對(duì)我國(guó)出版品牌構(gòu)建有益的經(jīng)驗(yàn)與啟發(fā)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.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 薛雅平;論出版社品牌戰(zhàn)略的實(shí)現(xiàn)[J];編輯學(xué)刊;2004年04期

2 童曉彥 ,楊哠;中國(guó)圖書出版業(yè)品牌化運(yùn)作的理想模式[J];編輯之友;2004年02期

3 吳永貴;;商務(wù)印書館:近代出版機(jī)構(gòu)中保持活力的典范[J];編輯之友;2008年05期

4 劉彤;出版社品牌戰(zhàn)略構(gòu)筑[J];出版發(fā)行研究;2004年02期

5 范軍;出版品牌與品牌延伸[J];出版科學(xué);2002年03期

6 宋凱;喬?hào)|亮;;出版品牌的經(jīng)營(yíng)現(xiàn)狀與對(duì)策研究[J];出版科學(xué);2007年03期

7 喬永;;《辭源》編修一百年[J];辭書研究;2010年04期

8 徐道亨;;商務(wù)印書館雙杰——夏瑞芳和張?jiān)獫?jì)[J];中國(guó)高新區(qū);2004年01期

9 金欣欣;;《新華字典》的世界之最和中國(guó)之最[J];淮南師范學(xué)院學(xué)報(bào);2010年01期

10 江翠平;出版品牌創(chuàng)建與圖書廣告先行[J];出版經(jīng)濟(jì);2004年07期

相關(guān)碩士學(xué)位論文 前4條

1 包韞慧;出版品牌研究[D];北京印刷學(xué)院;2003年

2 黃開欣;我國(guó)出版品牌之理論研究和實(shí)踐探討[D];華中科技大學(xué);2006年

3 孫黎;出版品牌傳播研究[D];武漢理工大學(xué);2007年

4 熊鈺;湖南圖書出版品牌研究[D];湖南師范大學(xué);2010年

，

本文編號(hào)：2487766