出版品牌研究

【作者】 包韫慧；

【导师】 张涵；

【作者基本信息】 北京印刷学院 ， 传播学， 2003， 硕士

【摘要】 当代全球经济已经从产品竞争、资本竞争进入到了品牌竞争这一新的历史时期。随着市场的成熟和科技的广泛应用，企业在很大程度上都要依靠品牌来竞争。品牌是企业进军市场的旗帜，是其属性、名称、包装、价格、历史、声誉、广告风格的无形组合。品牌不同于产品，也不同于名牌。成功的品牌源于它满足了消费者的各种体验，形成了附加价值和无形资产。出版品牌是出版市场竞争的产物，它是通过出版品牌理念塑造品牌出版物进而塑造出版单位的整体形象以及品牌出版人的一个构建过程。出版品牌体现的是一种精神风格、精神价值乃至美学价值。因此，本文着重从三方面阐述出版品牌的构建：品牌理念、品牌形象和品牌出版人。这三者紧密联系不可分割，是将出版单位立足于不败地位的基础。出版品牌的经营主要由品牌推广、品牌延伸、全球化经营和品牌维护创新等方面构成。随着网络时代的到来，传统品牌的网络化、e品牌以及e品牌向传统领域拓展都应运而生。出版品牌只有顺应网络革命不断创新，才能永葆活力。更多还原

【Abstract】 The global economy today has entered a new era of Brand competition from the competitions of commodity and capital. As the market comes to maturity and technology is widely used, it is Brand that enterprises mostly rely on. Brand marks enterprises’ marching into the market; it is an invisible combination of quality, name, design, price, history, reputation and style of advertisement. Brand is different from Name Brand as well as commodity. The success of Brand lies in its meeting with various tastes of consumers and achieving the additional value and invisible assets.The publishing Brand is the product of publishing market competition. Based on Brand publishing idea, it is also a process to make Brand publications, and then create the whole image of publishing companies and Brand publishers. The publishing Brand is an embodiment of spiritual style, spiritual value and aesthetic value. So, this thesis emphasize that the framework of publishing Brand has three aspects: Brand idea, Brand image and Brand publishers. These three aspects are regarded as an associated and inseparable system, the foundation and prerequisite for the success of publishing companies. The management of the publishing Brand is engaged in Brand spreading, Brand expansion, management globalization with Brand promotion and Brand maintenance and innovation. As the advent of Network Era, it emerges as the time requires that the webbing of traditional Brands, e-Brand and its pioneering to the traditional area. The publishing Brand has to keep the pace with the Internet revolution and make innovations for its permanent energy.更多还原