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。
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 highquality 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.
作者
于慧
YU Hui(China Aerospace Publishing House Co.,Ltd.,Beijing,100048 China)
出处
《科技资讯》
2024年第11期254-256,共3页
Science & Technology Information
关键词
新消费时代
出版机构
出版品牌
品牌塑造及传播
New consumption era
Publishing institution
Publishing brand
Brand building and communication
