【摘要】： 隨著出版轉(zhuǎn)制的進程進入尾聲,出版社擺脫了體制的束縛,但是也面臨著激烈的競爭,特別是在出版全球化的大趨勢下,國內(nèi)出版社也開始重視品牌化發(fā)展戰(zhàn)略。但是由于長期體制的束縛,出版社還沒有能夠形成一套完善的品牌管理的機制,因此在投入巨大人力物力作品牌推廣時,卻常常走入了品牌發(fā)展的誤區(qū),不但沒有能夠提升出版社的品牌價值,相反卻耗費了出版社有限的內(nèi)部資源。 品牌形象是涉及品牌中的各個要素,也是貫穿于品牌發(fā)展的各個環(huán)節(jié),他是讀者對于出版社品牌的整體反饋。當(dāng)前在讀者為導(dǎo)向的市場中,讀者所形成的出版品牌形象是當(dāng)前出版社品牌發(fā)展戰(zhàn)略的重要依據(jù)。 品牌形象中包含了出版社形象、圖書形象、讀者形象,三者是相互促進,相互影響的有機整體。品牌形象系統(tǒng)是一個動態(tài)的過程,不單單隨著外部環(huán)境的轉(zhuǎn)變,而且內(nèi)部的三種要素也在細(xì)微變動,這種細(xì)微的變動雖然變動不明顯,但是卻能夠影響到圖書品牌,甚至影響到整個出版社的發(fā)展戰(zhàn)略。通過品牌形象的預(yù)測就可以對品牌發(fā)展中存在的問題進行深入的分析,及時找到應(yīng)對的措施。而這種敏銳的預(yù)測能力是當(dāng)前出版社所缺乏的,這也是當(dāng)前出版社品牌發(fā)展成效不明顯的重要原因。因此,做好細(xì)致的品牌形象預(yù)測是當(dāng)前出版社品牌發(fā)展的重要環(huán)節(jié)。 本文一共分為四個章:第一章,緒言。介紹本文研究的背景、研究的意義及研究的目標(biāo)進行。第二章,出版品牌形象的概述。分別對出版行業(yè)中的品牌形象的概念進行界定及辨析,并且對品牌形象的特點、功能、構(gòu)成進行了深入的分析,并討論了國內(nèi)外出版企業(yè)的品牌形象的現(xiàn)狀。第三章,利用貝爾模型進行出版品牌形象評測。分析了貝爾模型的利用依據(jù)和貝爾模型的主要構(gòu)成,以及不足。利用貝爾模型進行基于靜態(tài)中的品牌形象案例解析。第四章,品牌推廣中的品牌形象評測。分析了品牌形象是一個動態(tài)的系統(tǒng),細(xì)微的變化可能對品牌形象造成影響,通過各種理論及案例分析,就國內(nèi)出版品牌推廣過程中品牌形象構(gòu)成要素之間的動態(tài)聯(lián)系進行了剖析,并且提出品牌形象預(yù)測在出版實際中的應(yīng)用。最后一部分是結(jié)束語,對本文的內(nèi)容做出簡要的概括和總結(jié)。
[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.
【學(xué)位授予單位】：中國科學(xué)技術(shù)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G239.22-F;F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 杜麗婷;旅游雜志的品牌形象塑造研究[D];西北大學(xué);2011年

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本文編號：2511820