接力出版社的品牌策略研究-传播学专业论文.docxVIP

I I 摘 要 摘 要 接力出版社在 1990 年创建，这家出版社主要是从事青少年读物的出版。它始终坚 持“让世界读者感受到中国的精彩，让中国读者与世界读书”的出版理念，坚持走内涵 式发展道路，不断扩大经营规模，面向市场制定发展策略，争取实现企业快速发展。同 时，坚持以读者为本，为读者服务，不断地生产出符合大众需求的新图书，满足了各种 年龄阶段的孩子们的多种阅读的需求。 它的成功是多方面的，离不开接力出版社所有的员工的努力，离不开政府的支持和 帮助，离不开出版社领导层坚持不懈的创新和努力，离不开读者对其的支持和信任。随 着接力出版社一系列体制的改革，与之相应的创新措施开始实施，深化内部机制改革， 笼络更多的人才和作者，注重员工的培训，图书强调出精品，继而走出去引进来，追求 合作，追求卓越。 本文包含两方面的研究内容，一方面立足于接力出版的图书出版现状和出版社情 况，一方面对其品牌策略进行分析研究。本文尝试通过内容分析法、比较分析法、个案 研究法等方法来直接研究接力出版社在品牌策略上取得的成就。 关键字 品牌策略 营运制度 运营体系 策略意义 II II Abstract Abstract Jieli Publishing House , founded in 1990 , is specialized in juvenile books published by publishing houses . It always adhere to the wonderful world readers feel China , with the world so that Chinese readers to read the publication philosophy, adhere to content development , expanding business scale , market-oriented development strategies , towards the rapid development of enterprises. At the same time , adhere to the reader -oriented, serving the readers , continue to produce products that meet the public demand for new books to meet the various ages of the children to read a variety of needs . Its success is multifaceted, Jieli Publishing House inseparable from the efforts of all employees , without government support and help , inseparable Press innovative leadership and tireless efforts , inseparable from the readers of support and trust. With Jieli Publishing House series of institutional reforms , with the corresponding innovative measures implemented to deepen internal reform mechanisms , win more talent and author , focusing on staff training, books emphasize the fine , and then go out bringing in pursuit cooperation, the pursuit of excellence. This article contains the contents of two aspects, one based on the status of the relay published in book publishing and publishing case studies to analyze the one hand, its brand strategy. Jieli Publishing House this article to research achievements in brand strategy through content analysis , comparative analysis, case