二十一世纪出版社的品牌营销研究传播学专业论文.docxVIP

摘 要 摘 要 二十一世纪出版社是一个以青少年为受众定位的出版社。在 1985 年成立之初该社 就坚持为未成年教育服务的理念，创造了大批的畅销图书，成为同类出版社的佼佼者， 在我国图书发展史上占据重要位置。在具体的经营发展过程中，二十一世纪出版社顺应 时代发展和受众的需求，根据自身的背景和发展程度，坚持走品牌营销的道路，形成了 自己的经营特色。 本文以二十一世纪出版社的品牌营销为研究主题，首先介绍了品牌的含义和二十一 世纪出版社品牌营销的背景。其次，介绍了二十一世纪出版社的品牌最确立、品牌辉煌 发展和品牌最终形成的三个阶段。再次，本文又从宏观和中观的角度分析了二十一世纪 出版社品牌形成的两种模式。接着介绍了二十一世纪出版社品牌经营的特点。最后分析 了二十一世纪出版社在参与市场竞争中的遇到的问题和相关的参考对策，试图为我国其 他出版社乃至其他行业的品牌营销提供参考经验。 关键词 出版业 二十一世纪出版社 品牌营销 Abstract Abstract The 21st century publishing is a young audience targeting press.When it was found, the press insisted for a minor philosophy of education services.The punlishing created a large number of best-selling books to become the leader of the same press,which occupied an important position in the development history of publication.in the operation and development of the process.The 21st century punlishing based on their own background and level of devepment in order to adapt to the era of development and the needs of the audience.The publishing adhere to the road of brand management, so it fomed its own operating characteristics. The article takes the operating brand charactristics of the 21 st century publishing as the research topic. Firstly, the article intriduced the meaning of brand and background of brand operating about twenty-first Century Press. Secondly, it analysis three development process，namely brand establishment, brand the most brilliant development and brand eventually forming stage.Thirdly，the paper analyzes the two modes of brand operating publishing of the twenty-first Century from the perspective of macro and meso. Then, the paper introduced the specific performance of publishing brand management of the twenty-first Century Press. Finally,it analyzes the inadequacies of the 21st Century Publishing Press to participate in market competition and enumerated countermeasures, attempting to provide a reference for other publishers in China as well as other industry brand management experience. Key words press The