新消费时代背景下出版品牌塑造及传播
Building and Communication of Publishing Brands in the Context of the New Consumption Era
于慧1
作者信息
- 1. 中国宇航出版有限责任公司 北京 100048
- 折叠
摘要
随着信息技术的发展,国内图书市场的消费模式发生了巨大变化,引发了出版产业链的一系列连锁反应.图书消费市场的变化使出版机构的竞争升级为以打造品牌价值为核心的综合体的竞争.原有的品牌建设路径也需要基于新形势进行转型升级,以适应出版业积极转型、向高质量发展之路迈进的需求.基于新消费时代背景视角,从出版品牌的定位、形象符号、品牌传播、情感关联4个角度出发,结合案例探讨出版品牌塑造与传播的路径与策略.
Abstract
With the development of information technology,great changes have taken place in the consumption pattern of the book market in China,triggering a series of chain reactions in the publishing industry chain.The changes in the book consumption market have escalated the competition among publishing institutions into the competition of the complex centered on building brand value,and the original path of brand building also needs to be upgraded and transformed based on the new situation to meet the need of the active transformation and high-quality development of the publishing industry.Based on the perspective of the new consumption era,combined with cases,this article explores the paths and strategies of building and communicating publishing brands from four perspectives:their positioning,image symbols,brand communication and emotional connection.
关键词
新消费时代/出版机构/出版品牌/品牌塑造及传播Key words
New consumption era/Publishing institution/Publishing brand/Brand building and communication引用本文复制引用
出版年
2024
NETL
NSTL
万方数据