商務印書館品牌體系研究
發(fā)布時間：2019-05-29 07:47
【摘要】：面對風起云涌的市場競爭,品牌的重要性超過了以往的任何時候,出版企業(yè)對于品牌構建的重要性有了更加清醒的認識。商務印書館于1897年創(chuàng)建,如今已走過了115年的歷程,從剛開始的一個小小的印刷作坊,逐步發(fā)展成為我國首屈-指的出版和文化機構,可以說,商務印書館已經不僅僅是一個響當當?shù)某霭嫫放?而是一個文化品牌,其在品牌構建中的經驗值得學者們去研究,也值得業(yè)界同行借鑒。出版品牌是個復雜的系統(tǒng),出版品牌的構建是項復雜的工程,用科學的方法,并適當借鑒古老商務印書館的品牌構建經驗,我國出版企業(yè)品牌化發(fā)展之路一定會是坦途。 本文分為以下六個部分：第一部分為緒論,陳述了選題的背景意義和相關文獻綜述,以及研究方法和主要內容；第二部分簡述了品牌以及出版品牌的概念,用系統(tǒng)論的觀點對出版品牌做了系統(tǒng)的劃分與解剖,并對商務印書館的品牌化發(fā)展之路進行了概述；第三部分具體分析了商務印書館品牌體系中的物質系統(tǒng)要素,主要包括出版人——品牌主體的構建、產品——品牌載體的構建兩個部分；第四部分具體分析了商務印書館品牌體系中的行為系統(tǒng)要素,主要包括對內——品牌的管理、對外——品牌的傳播兩個部分；第五部分,具體分析商務印書館品牌體系的精神系統(tǒng)要素,主要包括商務印書館的文化內核與文化擔當?shù)龋坏诹糠譃榻Y語,對商務印書館的品牌體系進行整體評價與總結。希望本文能夠得出一些對我國出版品牌構建有益的經驗與啟發(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.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2
本文編號：2487766
[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.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2
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，本文編號：2487766
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