【作者】 刘红；

【导师】 方卿；

【作者基本信息】 武汉大学 ， 出版发行学， 2019， 硕士

【摘要】 新华书店作为我国家喻户晓的老字号品牌,曾为我国的文化传播事业做出重要贡献,在我国出版发行领域具有重要地位。但随着经济和科技的快速发展,市场环境不断变化,新华书店的发展明显滞后,品牌影响力显著降低,品牌呈现出高认知度、低认可度的老化状态,品牌活化迫在眉睫。本文通过对新华书店品牌发展历程和品牌老化现状的分析,基于品牌活化相关理论,提出了新华书店的品牌活化策略。首先,本文概括了新华书店的品牌发展历程,从新华书店的市场表现和读者对新华书店的认知等方面分析了其品牌现状。新华书店在抗日战争的烽火硝烟中诞生,在社会主义建设的进程中成长,在改革开放初期的浪潮中壮大,但在市场经济新环境下面临着多种危机。现阶段,新华书店网点萎缩严重,员工队伍缩减,市场份额降低,读者对新华书店的品牌认可度、品牌正面联想和品牌忠诚度都急剧下降。通过对新华书店品牌现状的分析,本文提出新华书店品牌已陷入老化危机。其次,本文分析了新华书店品牌活化的内涵和条件,基于前人的研究,结合新华书店的品牌特色,构建了新华书店品牌活化矩阵。从社会心理学和认知心理学两个视角,围绕着读者和新华书店两方面,提出了新华书店品牌活化的四大维度,即唤醒记忆、复兴传统、扩展认知和改变形象,进而提出了新华书店品牌活化的两大策略,即怀旧策略和创新策略。再次,本文重点分析了新华书店品牌活化的怀旧策略和创新策略。怀旧策略的重点是挖掘新华书店品牌有价值的旧元素,重新连接品牌与读者之间的情感联系,可以从品牌故事、品牌文化、品牌社群三个角度采取具体的措施。创新策略的重点是为品牌注入“新”的元素,延伸品牌的内涵,改变品牌的形象,新华书店可以通过新产品新服务,发展子品牌,建立新的销售渠道和新的传播方式等方面来做出具体的改变。最后,基于前文的分析,本文总结得出新华书店品牌活化的怀旧策略与创新策略相辅相成,将共同促进新华书店重新擦亮“金字招牌”。新华书店在新时期要树立品牌自信,继续为我国出版发行事业做出杰出贡献。更多还原

【Abstract】 As a well-known brand in China,Xinhua Bookstore has made important contributions to China’s cultural communication industry and has an important position in the field of publishing in China.However,with the rapid development of economy and technology,the market environment is constantly changing.The development of Xinhua Bookstore appears to be relatively lagging behind,and its brand influence is significantly reduced.It gradually shows a image of high degree of awareness but low recognition in readers’ mind.Xinhua Bookstore needs a brand activation immediationly.Based on the analysis of Xinhua Bookstore brand development history and brand aging status,this paper proposes the brand activation strategies of Xinhua Bookstore based on the theory of brand activation.Firstly,this article summarizes the brand development process of Xinhua Bookstore,and analyzes its brand status from the market performance and readers’ perception.Xinhua Bookstore was born in the smog of the Anti-Japanese War,grew up in the process of socialist construction,and grew stronger in the early days of reform and opening up,but faced various crises in the new environment of market economy.At this stage,the Xinhua Bookstore is not performing well.The outlets are shrinking severely,the workforce is shrinking too,the market share is decreasing,and the readers’ recognition,loyalty and positive associations of the brand have dropped sharply.Through the analysis of the status of Xinhua Bookstore,it is concluded that the Xinhua Bookstore brand has entered in an aging crisis.Secondly,this paper analyzes the connotation and conditions of Xinhua Bookstore brand activation.Based on the previous studies and the brand characteristics of Xinhua Bookstore,this paper builds the Xinhua Bookstore brand activation matrix.From the perspectives of social psychology and cognitive psychology,around the readers and Xinhua Bookstore,the four dimensions of Xinhua Bookstore brand activation are proposed,namely,awakening memories,reviving traditions,expanding consciousness and changing image.Then proposed two strategies for the activation of Xinhua Bookstore brand,namely nostalgic strategy and innovative strategy.Thirdly,this article focuses on the nostalgic strategy and innovative strategy of Xinhua Bookstore brand activation.The focus of the nostalgic strategy is to explore the original elements of the Xinhua Bookstore brand and reconnect the emotional connection between the brand and the readers.Specific measures can be taken fromthe perspectives of brand story,brand culture and brand community.The focus of the innovative strategy is to inject “new” elements into the brand,extend the brand’s connotation and change the brand’s image.Xinhua Bookstore can through new products,new services,new market segments,new sales channels,new propaganda methods to make specific changes.Finally,based on the previous analysis,this paper concludes that the nostalgic strategy and innovative strategy of Xinhua Bookstore brand activation complement each other and will jointly promote Xinhua Bookstore to re-lighten the signboard.Xinhua Bookstore should establish brand confidence in the new era and continue to make outstanding contributions to China’s publishing business.更多还原